Gearing Up for the Holidays - Risk Management and Driver Behavior

With the holiday season ramping up, the last-mile delivery industry anticipates some of the busiest and most profitable days of the year. However, this surge in business also brings increased road risks. Events from Thanksgiving celebrations to year-end parties often involve alcohol, heightening the diversions our delivery drivers face.?

Student zones are also buzzing with end-of-term activities and festivities, amplifying the stakes for our drivers. Data from the NHTSA reveals a concerning 34% spike in traffic accidents during the holidays. How can we better manage risk while increasing orders and reducing customer wait time during this busy season?

Three Pillars of Risk Management

1. Car Communication: Reading the Road?

A driver deciding whether or not to turn from a residential neighborhood onto a busy street has limited ability to judge the speed of oncoming traffic. They assume other drivers follow the speed limits set by the NHTSA. As speeds increase, the risk of a collision soars exponentially. Monitoring behaviors like speeding, hard-braking, sharp cornering, and rapid acceleration allows your drivers to know when they may be sending the wrong signals out on the road. For instance, frequent hard braking increases the likelihood of a rear-end collision, since it reduces reaction time for those driving behind. Given the surge in activity during the holidays, maintaining mutual respect and understanding becomes even more critical, as does managing the distractions that take our eyes off the road.

2. The Power of Data: Actionable Insights

During my tenure, one thing has become crystal clear: data can be added noise or it can provide game-changing insights. Getting comfortable reading historical and real-time data on driver behavior helps identify patterns that indicate risky driving. Noticing consistent hard acceleration at left-hand turn situations can be a warning sign. Making left turns across traffic is considered one of the most dangerous maneuvers. Approximately 22% of all car accidents involve a left-turning vehicle. This is significant because 53% of all cross-path accidents result from left turns, emphasizing the heightened risk associated with such maneuvers. Data highlighting heat maps of left turns with hard acceleration can be used to preemptively coach drivers on safer driving habits. It’s about being proactive rather than reactive.

3. Gamification: It's More Than Just Fun and Games

Many are surprised when I link gamification to driver safety. But gaming elements foster positive management and reinforcement. Gamification reduces management burden because the drivers find themselves more involved, pushing to better their "scores" and achieve new "levels." This isn't about trivializing safety; it's about reframing it in a way that promotes self-management and champions a culture of positive leadership engagement.?

As we embrace the joy of the holiday season, it's crucial to maintain a collective responsibility towards road safety. Risk management, especially during the festive season, is a multifaceted challenge. As your community looks to you for their festive feasts, ensuring everyone’s safety becomes not just a business imperative but a testament to your brand's commitment and integrity. The primary objective is to empower your drivers to reduce risk. If our ultimate goal is to equip our teams with the technology to safeguard lives and ensure shared road safety, we must:

1. Amplify car-to-car communication and champion safer driving habits.
2. Leverage data to identify and address key improvement areas.?
3. Combine gamification and leadership to foster a forward-thinking safety culture.?

Ensuring the safety of both our team and the community during the holidays is paramount. At Drivosity, our mission is clear: safer roads for all, and a secure, risk-managed environment for last-mile delivery brands. For the well-being of our communities and the health of our businesses, let's ensure that the spirit of the holidays is not marred by preventable incidents. Drive safe, stay vigilant, and cherish the festive moments with loved ones.

Brian Moroney - CEO, Drivosity

Brian Moroney is the CEO of Drivosity, a last-mile delivery solutions provider focused on the importance of driver data and visibility. Brian is a technology executive with over 20 years of experience in cloud computing, SaaS applications, device management, and wireless technologies. Today, he serves as a visionary leader who shares relevant category impacts and insights on the future of last-mile delivery.