Safety remains the biggest obstacle for carriers today, with a recent J. J. Keller Center for Market Insights survey revealing that 51% of carriers identify it as their primary challenge. Even minor accidents and incidents can significantly impact productivity, driver wellness and ultimately affect the bottom line of any transportation company.
While proper training can certainly improve driving behavior, random or unfocused training often fails to address specific problems drivers face on the road.
“Random training on repetitive information causes drivers to feel they are just checking boxes and safety is not a real priority,” Tim Adam, Industry Business Advisor for J. J. Keller & Associates, Inc. said.
Effective training requires a targeted approach that addresses specific problem areas unique to each driver. The challenge for fleet managers has always been accurately identifying these problematic driving behaviors. Relying solely on accidents and citations provides an incomplete picture, often revealing issues only after costly incidents have already occurred.
Benefits of dash cams
Evidence collection
Dash cameras serve as impartial witnesses on the road, providing clear and objective evidence of driving incidents when they occur. This evidence becomes crucial during accident investigations, often helping to reduce or even completely absolve a carrier’s liability.
“Many drivers have been cleared of liability at the scene of an accident because of the immediate availability of video footage,” Adam said.
This immediate access to visual evidence can make the difference between a lengthy legal battle and a quick resolution.
Insurance cost reduction
The financial benefits of dash cameras extend beyond avoiding legal complications. Many insurance companies now offer reduced rates for fleets that implement dash cam systems. The reasoning is simple: Video footage significantly reduces the risk of fraudulent claims against carriers and provides law enforcement with concrete evidence to accurately assign fault in accidents.
Behavior monitoring
Perhaps the most valuable aspect of dash cams for training purposes is their ability to continuously monitor driver behavior. These systems can track critical driving habits such as speeding, harsh braking and seat belt usage. They’re also effective at identifying various forms of distracted driving, whether caused by fatigue, phone usage or other factors that compromise safety.
Utilizing performance metrics
The data collected through dash cameras provides valuable metrics for measuring driver performance. Data points can indicate potentially risky behavior. These events can be assigned point values to help distinguish between isolated incidents and problematic habits that require correction.
By evaluating these points at both the company and individual driver level, managers can accurately identify drivers who exhibit more risky behaviors compared to their peers. This comparative analysis helps pinpoint underperforming drivers who would benefit most from targeted training.
Drivers are often competitive. No one wants to be last. Posting driver scorecards encourages drivers to set goals to perform better,” according to Adam.
This natural competitiveness can be leveraged to motivate improvement across the fleet.
Achieving driver buy-in for dash cams
One of the biggest hurdles in implementing dash camera systems is gaining driver acceptance. Many drivers initially view dash cams as invasive surveillance, comparing them to “big brother” watching their every move. Overcoming this perception requires clear communication about the purpose and benefits of the cameras.
Fleet managers should transparently explain how the system works, including what triggers recording events and how long footage is retained. Answering questions thoroughly and completely helps build trust in the process.
It’s equally important to clearly outline the scoring system used to evaluate performance. Drivers should understand how points are assigned, the measurement period, and whether there’s a process for disputing results they believe are inaccurate.
Starting small can help ease the transition. Begin by measuring common issues like cell phone usage and seat belt compliance. Monitor improvements in these areas and share positive results with the entire fleet, making sure to recognize and reward progress.
Importance of corrective action training
Investing in corrective action training makes financial sense. Retaining and developing existing drivers is significantly more cost-effective than recruiting and training new ones. Beyond the financial benefits, a commitment to developing drivers’ skills demonstrates the company’s dedication to safety.
Drivers who receive proper education on good driving habits typically experience fewer accidents, injuries, and citations. This education creates a positive feedback loop.
“Drivers who believe in the carrier’s commitment to safety will share the commitment,” according to Adam. “The best advocate to motivate a driver to be more safe is another driver.”
Focus on positive reinforcement in training
While disciplinary measures may occasionally be necessary, the primary focus of corrective action training should be positive reinforcement. Making the process enjoyable increases engagement and effectiveness.
Consider rewarding improvement through incentives like cash bonuses and gift cards. One approach that has proven effective is offering smaller, more frequent bonuses rather than larger rewards over extended periods.
“As a former driver, I found drivers respond to smaller bonuses, more often, than larger bonuses over a long period of time. Consider quarterly or even monthly bonuses that restart during a new cycle,” Adam suggested.
The improved safety scores, reduced fines and fewer insurance claims that result from effective training programs typically far outweigh the cost of these incentive programs. By creating a positive environment focused on improvement rather than punishment, carriers can develop safer drivers and a stronger safety culture throughout their organization.
