This weekends Formula 1 British Grand Prix at Silverstone will debut a customer feedback system that uses QR codes and text messaging. 

The system, powered by customer survey company Feedback Ferret, will allow race fans to provide real-time feedback about the event by sending an SMS or by scanning a QR code and typing their response. The idea is to give organisers a real-time insight into customers feelings, and to prevent them venting any frustrations on social networks.

This technique is part of a wider customer feedback strategy employed by Silverstone, which also includes post-event emails and web feedback forms. However, the company says that Feedback Ferrets solution has allowed it to get rid of lengthy tick-box surveys. 

Sally Reynolds, leisure development director at Silverstone Circuits, says: “Feedback Ferret is an incredibly powerful technology that will allow us to vastly increase the amount of feedback we collect and use it to further improve the customer experience. It allows us to quantify the unquantifiable. Following the Grand Prix weekend, well be looking to roll this out to our full range of race weekends and corporate hospitality events.”

Piers Alington, MD at Feedback Ferret, says that Silverstone is a business that takes customer feedback seriously. “With Feedback Ferret, Silverstone will now be able to accurately analyse customer comments so that it can maximise the value of the information its customers want to share,” he says. “Feedback Ferret will empower fans of Silverstone to give detailed feedback using cutting edge technologies like QR codes and SMS, and will enable Silverstone to use this information to improve the service it offers.”