How to prevent your drivers damaging the company brand
Your workers spend a lot of time on the road. Every minute spent driving is a minute your company is being exposed to risk, liability, and public scrutiny. The larger your fleet the bigger the risks and the louder the message your drivers are sending, a message that reflects directly on your company’s brand.
It’s hard to avoid. As much as drivers realize a company can’t control every one of its drivers all the time, when there’s a problem all they can see is your company’s name on the truck. If they get cut off, they see your name. If the vehicle veers lanes without indicating, they see your name. If they speed past someone dangerously, they see your name. For all intents and purposes, to the angered driver, you may as well be driving the truck.
So what can you do to make sure those fast-moving billboards you have on the road every day work for your company, and not against it?
Do traditional driving feedback systems work?
Over the years, company fleets have experimented with a number of different feedback systems to gauge how well their drivers are representing the company.
Most of them, unfortunately, rely on the vigilance and cooperation of the public. And while initiatives such as the ‘How’s my driving?’ bumper stickers are a good idea, how many drivers actually call the number? For every one call received, the driver has likely irritated a hundred others.
Unable or unwilling to manage feedback phone lines themselves, some fleets have hired external companies to receive and report on the driver feedback that comes in. Unfortunately there still remains the problem of inaccurate or incomplete reports. Was it a blue truck, or a red one? Was it 10 a.m. or 1.30 p.m.? Was it the corner of Courtney Street and Smithsonian Drive, or the next block over (or a different driver’s route)? Eyewitness accounts can sometimes be unreliable, making the whole feedback process ineffectual.
It’s time technology took over. How do modern driver feedback systems work?
Telogis gives fleet owners all the power they need
Fleet owners can regain control of their moving assets. No more waiting for that unwanted phone call to tell you about a driver’s poor performance and the trouble it’s caused for your business. Telogis tools allow you to be much more proactive and put the focus on prevention, rather than punishment.
Using built-in GPS units within each vehicle, Telogis can automatically send driver reports to a central secure database for safety managers and fleet owners to access easily using the internet.
Instant alerts can be setup for a range of dangerous driving events that could indicate the need for individual driver coaching. Events can include such things as:
- Hard braking
- Hard acceleration
- Airbag deployment
- Unauthorized use (outside of work hours or allowed locations)
Accurate history trails can help incidents be investigated quickly and help refute false damage claims.
Driver performance can be measured and monitored over a long period of time, assisting fleet owners to see overall trends and areas where special attention is needed to improve driver behavior.
Driver accountability is the key to safer driving
In a time where personal responsibility seems to be a remnant of a golden age that has long been left behind, it might seem like reinforcing individual accountability for drivers is merely wishful thinking. Could it really work?
Imagine for a moment that instead of your name on the side of the truck, it was theirs. The driver’s personal name and contact details were displayed for all to see. Would it improve their driving? Most definitely!
Telogis can offer you the tools to do something very similar. In open consultation with your staff and with clear expectations, your drivers will know that their actions matter, how they behave on the roads has an impact on both the company and their own career history.