Real time fan feedback at Silverstone - Feedback Ferret

Silverstone “quantify the unquantifiable”


Fuel for an outstanding customer experience

In an innovative step, visitors to the 2011 Formula One British Grand Prix at Silverstone Circuits were invited to use their mobile phones to provide real-time feedback on the event via QR codes, SMS and web feedback.

The programme was driven by Feedback Ferret’s customer feedback analysis system that included powerful contextual analysis of customer comments. The new real-time feedback channels were promoted throughout the circuit and in the event guide. In addition, all attendees were emailed after the event to give their feedback, with a simple survey capturing Net Promoter Score and their reasons for giving that score.


Quick, multi channel fan feedback

Using Feedback Ferret to collect, analyse and report on feedback from fans, Silverstone replaced its lengthy tick box customer surveys with a new, simple format, increasing response rates four-fold over previous years, helping to meet Silverstone’s strategy of making it as easy as possible for fans to provide feedback via their preferred communications channel.

Sally Reynolds, Leisure Development Director at Silverstone Circuits said: “We want to give every visitor the best possible experience when they come to Silverstone. We made significant improvements to grandstand locations and viewing areas as well as opening the new state of the art pit and paddock building, The Silverstone Wing. We’re keen to continue improving our service so that fans really get a day out to remember. Customer surveys have proved effective in getting answers to specific questions, but we wanted to extract maximum value from the verbatim comments that were coming in.”


Feedback Ferret is an incredibly powerful tool that allowed us to vastly increase the amount of feedback we collect and use it to further improve the customer experience. It allowed us to quantify the unquantifiable.

Sally Reynolds
Leisure Development Director, Silverstone Circuits