Silverstone Grand Prix to improve services with real-time feedback

Silverstone Circuits will be deploying a new customer feedback system this weekend at the Grand Prix, in a bid to improve customer experience at the event.

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Silverstone Circuits will be deploying a new customer feedback system this weekend at the Grand Prix, in a bid to improve customer experience at the event.

In addition to using social media networks such as Twitter, Silverstone is deploying a technology from Feedback Ferret, that allows the organisers to monitor, categorise and perform analysis of the feedback.

More than 310,000 people are expected to be visiting the Silverstone event between today and Sunday, and this weekend they will be invited to use their mobile phones to provide feedback on the event via SMS and QR codes.

“We have very passionate fans. On our open questions [in post-event online surveys in the past], we would get a huge response, but it was very difficult to qualify the content,” Sally Reynolds, leisure development director at Silverstone Circuits, explained.

With the new system, Silverstone will be able to analyse the customer feedback in real time, and act accordingly when issues are raised.

Furthermore, Reynolds said that the software will also allow the organisation to assess its contractors.

“We have to use a lot of contracts so if we get feedback on specific issues then we can use it to speak to contractors about specific areas that come up,” she said.