A vital tool in helping McLaren to deliver an excellent customer experience throughout the world


Global customer feedback programme

Closed-loop follow-up after every contact

Focus on NPS ratings to drive improvements in dealer experience and product quality

McLaren Automotive uses Feedback Ferret to manage its global customer feedback programme. This was started at the launch of its high end road car, the MP4-12C, and has continued through subsequent roll-outs of new models. Putting Customer Experience Management at the heart of its operation reflects on McLaren’s ambition to deliver unparalleled levels of customer service alongside the technical excellence of its cars.

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Voice of Customer

The Feedback Ferret platform gathers ‘Voice of Customer’ feedback at all touch points throughout the buying and ownership lifecycle. Customers are simply asked for Net Promoter Scores and their open-ended comments through web and mobile feedback channels.

The customers’ comments are contextually analysed by Feedback Ferret’s highly accurate text analysis engine. Feedback Ferret provides McLaren and its dealer network with real-time insight into the topics and sentiment expressed by customers about their experience with the dealers and their vehicles.

Customer comments are currently gathered in English, but this will move to multi-lingual feedback in 2014. The Feedback Ferret text analysis engine works with multiple languages.

Analytical dashboards

The online Feedback Ferret Response Centre module makes it easy for McLaren dealers to close the loop quickly with customers and to follow up on their individual issues within agreed time limits.  In addition, the McLaren Client Services team in the Woking head office also add comments to the Feedback Ferret platform to provide a complete view of how customers feel about their experience with McLaren.

Online analytics dashboards enable McLaren and the dealers to explore the data to identify the scale and trends of any issues, as well as being able to drill down to the original customer comments.


It is very important for us and our dealer network that we understand exactly how our customers feel about all aspects of their McLaren ownership. Gone are the days when product quality alone is sufficient to win over and keep customers loyal. Feedback Ferret is a vital tool in helping us to deliver an excellent customer experience throughout the world.

Mike Sopp
Head of Service Engineering and Aftersales, McLaren