Their starting point is simple yet powerful: “happy employees create happy customers.” But how do you make something like that measurable? And perhaps even more importantly, how do you ensure that these insights lead to concrete actions?

For many years, Mobile Vikings relied on a traditional annual engagement survey. However, after some time, they wanted to:

• gain faster insight into what employees were experiencing,
• better monitor whether actions taken in the workplace were actually having an impact,
• and continuously assess whether their culture and values were truly being lived in practice.

An annual survey was no longer sufficient for these purposes. By the time the results became available, reality had often already changed. That is why they made a clear choice: to measure more frequently and stay closer to employees' day-to-day experiences. What started as an experiment evolved into a fixed practice: monthly engagement surveys that have now been running for 8 to 10 years.

The foundation of their approach is simple: measure briefly, frequently, and consistently.

Every month, employees receive a survey:

• 3 to 5 minutes to complete
• 45 statements rated on a 5-point scale
• 3 optional open-ended questions (along with the possibility to provide anonymous feedback at any time)

Importantly, employees answer the questions based on how they feel that particular month. This provides not a general snapshot, but a continuous pulse on employee sentiment.

The questions remain the same throughout the year and are only reviewed annually. For example, this year they added a new question about “the relationship with the group guides,” as this is a new concept within the organization. This ensures that trends remain reliable and results can be compared consistently over time.

The survey was originally built on scientifically validated engagement surveys, but was supplemented with their own culture- and values-related questions, tailored to what makes Mobile Vikings unique.

For the tooling, they use the UK-based platform CultureAmp:

• a central location for all surveys and data
• automated reporting and visualizations
• tagging of open feedback (e.g., by theme and sentiment)

The result? A system that not only measures, but also helps generate insights quickly.

Measuring engagement on a monthly basis may sound intensive, but at Mobile Vikings it works. Over the years, they have consistently achieved a response rate of around 80%, and that is no coincidence.

A few deliberate choices make the difference:

• The threshold is low: The survey is short and familiar. Employees know what to expect, so completing it requires very little effort.
• Consistency builds trust: The same questions return every month. This makes it easier to spot trends and ensures that feedback is taken seriously.
• Reminders provide a more complete picture: Not everyone completes the survey immediately. Employees who are more critical or uncertain often respond later. That is why automatic reminders are sent, and team leaders follow up within their teams without addressing individuals directly.

• Team leaders play a key role: They have access to their team’s results, are expected to respond to every question or piece of feedback, help ensure that the survey is completed, and can raise specific results for discussion. HR continuously supports them throughout this process to ensure a consistent approach across all team leaders.
• Transparency is the norm: Results are shared during company-wide meetings and through internal communications. Teams can see what happens with their input.
• Action follows feedback: Perhaps most importantly, employees see that something is done with their responses. Below, we highlight a few examples.

Those three minutes you give us are not just for a survey. We genuinely want to do something with that input.

The power of the monthly surveys does not lie in the numbers themselves, but in what Mobile Vikings does with them. HR continuously monitors the results and proactively engages in conversations with teams whenever something stands out, whether positively or negatively. Team leaders receive support in this process, and the most important insights are also discussed at leadership level every quarter (always in aggregated form, to avoid singling out specific teams).

In addition, the results are shared every month with the entire organization through company-wide meetings, internal communications, and newsletters. This transparency ensures that employees see their feedback being taken seriously, which motivates them to keep participating.

A strong example came from the Care team in 2024. Several scores suddenly turned orange and red, while other teams remained stable. Thanks to the monthly surveys, HR was able to react quickly and start a dialogue.

The underlying issue turned out not to be minor frustrations, but something more fundamental: uncertainty about the future direction of their roles and career paths. Because this signal emerged so clearly, the organization was able to take swift action. Conversations were initiated around expectations, greater clarity was provided regarding promotion opportunities, and compensation discussions were held where necessary.

Without these frequent measurements, these issues would likely have surfaced much later—or much less clearly.

Not every action needs to be large or complex. It is often the smaller, targeted interventions that make the biggest difference. During our webinar, Mobile Vikings shared a few additional real-life examples:

• More connection between colleagues
  Survey results showed that employees did not always know each other well, especially after an influx of new colleagues.
  → Solution: conversation jars were placed at the staff party, containing questions to spark discussions, along with deliberate table seating arrangements to encourage people to mingle outside their usual groups.
• Making signals about workplace culture discussable
  Feedback about the presence of alcohol in the workplace emerged through the surveys.
  → Rather than ignoring it, the topic was discussed at leadership level and followed up accordingly.
• Hearing the right voices
  They noticed that lower response rates were associated with more positive scores. This suggested that critical feedback often arrived later.
  → By actively sending reminders and ensuring those voices were included, they gained a more realistic picture of what was happening within the organization.

What do all these examples have in common? They start with data, but are always translated into concrete, human actions.

Measuring engagement is one thing. But actually doing something with it is what makes the difference. Mobile Vikings demonstrates that, with a relatively simple approach (measuring briefly, frequently, and consistently), you can build a strong feedback culture. Not by being perfect, but by listening, responding, and communicating transparently. Ultimately, the impact does not lie in the survey or the data itself, but in what you do with it.

At Starfish, we help our clients create dashboards for their HR data. Feel free to contact us if you would like to learn more about this.

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