Tinder, the prolific online dating app that found its way onto the phones of millions of Americans searching for romance in one form or another, has revolutionized the dating scene for better or worse. And it’s really a simple concept. The app integrates with Facebook, pulling in users’ Facebook pictures as well as a few sentences from their profiles. Then, it’s off to the races. Pictures of users within a close geographic area appear in the app, ready to be judged by the person who’s cruising for a match on the other side of the screen.
If users like what they see, it’s a swift swipe to the right; if they’re unimpressed, it’s a definitive swipe to the left. When two people like each other, Tinder lets them know it’s a match. The whole experience is incredibly quick and decisive. People can zip through a seemingly infinite number of profiles as quick as their snap judgment will allow them to. Sure, Tinder can be construed as shallow, superficial, and insensitive, but it’s also incredibly effective. It captures people’s unapologetically honest opinion about the person they see on their screen in real time. It’s the ultimate pulse-check survey. Here’s are some things we can learn from Tinder for our survey programs:
- Immediate, uncomplicated feedback is important– A major reason for Tinder’s explosion in popularity lies in its immediate feedback feature. Users are able to give and receive instant feedback on a singular, uncomplicated data point: physical appearance. Whether you’re running a voice of the employee or voice of the customer program, don’t underestimate the value of simple pulse-check surveys in your quest to capture your respondents' reaction to something at a specific point in time. These narrow transactional surveys can give you an unclouded perspective into things like new products, changes in your organization and quality of customer service. Additionally, pulse-check surveys are used on a regular basis to monitor how sentiments change over time. Keep these types of surveys short and to the point, with matrix-style questions that ask employees to rank options or rate their satisfaction.
- Experience is everything – Although there are a lot of online dating sites, Tinder’s user experience is vastly different. Swiping through a stack of photos makes it almost game-like. It’s easy, frictionless, and fun. When designing your survey, consider your respondents’ experience. Make sure it has visual continuity with your brand, mobile friendly design, and highly readable text.
- Trust is key – Tinder’s integration with Facebook adds legitimacy to the app. Users at least need a Facebook account to partake—decreasing the likelihood of fake profiles. What does your survey do to instill a sense of trust in your respondents? If you’re conducting an employee engagement survey, make sure you let respondents know that you will protect their anonymity so they can answer candidly. Above all, be prepared to act on the feedback you collect. It’s the ultimate way to build trust among your employees and customers.
When you think about it, customer and employee feedback programs are not all that different from an online dating app. You’re trying match up your organization’s offerings to the wants and needs of your customers and employees. To find out what they are looking for, use some lessons from Tinder and design a survey that warrants a proverbial swipe to the right. For more survey guidelines download Cvent Web Survey’s ebook Crimes in Survey Design.