Managing fleets based on driver behaviour and safety

By Dougie Portwood - Director of Strategic Programme Management

It's sobering to learn that up to 90% of crashes are caused by driver error!

However, it is comforting to know that all of your drivers can become more cautious and safe when they get behind the wheel, if they can get the right training and incentives.??This change towards safer driving will make a huge positive impact on your fleet’s total costs – and your company’s bottom line.

In fact,?driver safety ?translates into big benefits for vehicle operators,?as reported by

Customers who use Driver Behavior Solutions:

• Up to 25% reduction in fuel costs
• 50% fewer incidents (average)
• 15% lower maintenance costs (average)
• Up to 33% reduction in vehicle emissions
• Improved regulatory compliance
• Improved control over scheduling
• Enhanced customer satisfaction?

How to Create a Safety Culture?

The Right Approach: Unfreeze, Change, Refreeze

Adapting to change is difficult for everyone. What are the secrets to creating a deep, permanent change in the safety culture of your organization? Safety is one thing, but real engagement is quite another.

Change management pioneer Kurt Lewis describes a 3-step "Unfreeze-Change-Refreeze" model that has been applied by hundreds of companies to create meaningful change in employee behaviour and corporate culture. This model describes the processes that fleets must internalize in order to transform their safety DNA.

The "Unfreeze" phase involves assessing the current situation, explaining clearly why change is required and what benefits can be expected, and establishing key performance indicators (KPIs) for measuring progress. Several companies deploy the GreenRoad sensors and monitors (whether via the installed GreenRoad EdgeTM or the digitalised GreenRoad DRIVETM app) in their vehicles before enabling the in-cab coaching capabilities.?In this way, they can formulate safety goals and communicate the need for improved safety using a "status quo" picture of fleet performance.

Change:?During the "Change" period, you introduce the program gradually across the organization in different phases:

• Orientation - After explaining the program's goals, you guide them through a driver education program, helping them to develop new behaviours, values, and attitudes.
• Technology training - In group forums and one-to-one coaching, you demonstrate how to use the technology to self-monitor, improve driving skills, and correct poor driving habits. Every driver receives a baseline safety score.
• Power-up - After a "grace period" to familiarize drivers with the in-cab coaching system, the program goes live. With daily reports, drivers can track their progress, and most see immediate improvements. It is in itself incentivizing and helps encourage safe driving habits!
• Monitoring - Management monitors each driver's progress with the help of the system's general reports and exception alerts. Improvement can be incentivized with monetary rewards and public recognition. One-on-one coaching and targeted training sessions can be used to address issues.

Using a mixture of formal training (general defensive driving courses as well as technology-specific training) coupled with real-time in-cab coaching has proven to be highly effective for creating long-term change and reducing risky driving behaviour.

"The culture change that we achieved took time, constant engagement with the drivers and the workforce… We keep looking for more ways to engage them, and it's working…"?Jonathan Branchett, Bristow & Suter, UK

Refreeze: During the "Refreeze" period, management reinforces and supports new behaviours to ensure they become permanent.?Monetary rewards, "friendly competitions" (such as the Fleet Elite driver safety recognition award program) and other incentives are highly effective in keeping your drivers engaged in the program, and by that keeping them focused on safety.

"Last July, we created a WhatsApp group that included all of the personnel in our region. The M drivers saw the huge difference between their scores and those of the other cities in their region and within a month their scores came screaming down."?Mike Lees, Regional Director Middle East, Big Bus Tours

Technology in Service of Safety

"Bad habits are like a comfortable bed: easy to get into, but hard to get out of…" (traditional?proverb)

The right technology platform transforms your safety program from a ruling "forced on" your drivers to a self-instruction program embraced by the entire team.

In order to deliver good results and to succeed in?transforming the fleet's safety culture , technological solutions must be easy to learn, easy to use, non-intrusive and clear.

Choose the right solution to see Change in Action

"In a short time, my entire team began living and breathing the system, and when they started getting competitive around their scores, we began seeing dramatic results. We calculated an ROI period for the system of just 8 months…" Rory Morgan, Head of Logistics Support, Iron Mountain – Western Europe?

Helping Managers Use Their Time More Effectively

Fleet managers are concerned that a fleet risk and safety program will take up too much time and energy. However, smart driver safety programs actually enable managers to utilize their time more efficiently. As an example, smart reporting solutions allow you to focus on the areas with the greatest improvement potential.

What is the best way to implement a safety program in your fleet?

Start small and target your safety program to meet your organization's unique KPIs. Identify two of the most important objectives. Once initiatives have been implemented and staff is comfortable, introduce two more. Establish baselines and measure progress.

Stay Driver-Centric: The most effective safety programs give drivers the tools they need to change their driving habits. Provide your drivers with self-correction and self-monitoring tools. Make sure your fleet management software focuses on safety and eco-driving, rather than tracking your drivers and vehicles "big brother" style. Encourage safe and/or improved driving by providing motivational incentives like friendly competitions and monetary rewards.

Make Time Wisely: Focus on the areas that can be improved most. Which drivers consistently cross speed limits, engage in risky manoeuvres, and are involved in the most accidents? Train and coach them in the specific areas that need to be improved. Monitor behaviour automatically to prevent lapses back into bad habits.

Pay Attention to Context: Safety systems with "visual heat maps" allow the fleet manager to identify particularly dangerous intersections and vehicle locations. They can also identify "hotspots" of vehicle idling, areas that are important to eliminate in order to make progress with your fuel management efforts. By providing your drivers with special warnings and training, you can help them overcome these trouble spots, thereby improving your fleet maintenance records.

"Since implementing GreenRoad, our driver safety risk has dropped by 60%, our fuel consumption has dropped by 4%, and we have extended the life of our brakes."?Robert Andrew, Regional Director-South, Stagecoach UK Bus Operators.