Tracker helps fleet managers educate company car drivers of the wider benefits
With Road Safety Week 2022 focusing on Road Safety for All, Tracker Network (UK) Ltd is taking the opportunity to remind fleet operators of the invaluable safety benefits of smart dash cams and telematics solutions to protect drivers. Whilst not all business drivers are happy to have this technology accompany them on the road, Tracker highlights that in addition to improving safety, it minimises driver liability in the event of a collision.
The latest SMMT figures report that fleets accounted for more than half of new car registrations in October 2022, underlining the significant responsibility the fleet sector plays in ensuring road safety. “Privacy concerns and the worry of data being used to penalise drivers can outweigh the safety benefits for many,” says Mark Rose, Managing Director for Tracker. “However, it is important for fleet managers to reassure their drivers and educate them of the importance of such devices for not only improving the safety of today's roads for all users, but also protecting drivers, including those who are falsely accused of causing an accident.”
Fault is often disputed in the event of a collision, and until fleet dash cams came along, there was no way for a driver to prove when the other motorist was in the wrong – having run a red light or cut across in front of the fleet vehicle. Driver-facing cameras can also confirm that a driver was not distracted at the wheel. Video footage can help police and insurance investigators make a true determination of who was at fault, while telematics data can demonstrate the driver was travelling safely.
This data can also be used to help improve driver safety overall, as it can be used to customise driver coaching, update driver training programs and improve driver behaviour to help avoid collisions. Drivers often aren’t aware of bad habits they’ve developed, but fleet telematics data can enable supervisors to identify patterns of speeding, harsh braking, harsh cornering, tailgating and other aggressive driving behaviours that put the driver and other motorists at risk. If a driver feels they must break speed limits to finish their routes, they can discuss the issue with their supervisor and potentially induce company-wide change.
Mark Rose continued, “Another important way to reassure fleet drivers is to include in your policy that drivers will not lose their jobs based solely on telematics data or video footage. It can be useful to remind drivers that it is their responsibility to drive safely: if they do so, no one will ever see their dash cam footage and if they don’t, the company has a right to know it because it puts both the driver and the company at risk. However, companies that recognise and reward drivers with good driver scorecards have an edge over those who solely punish bad driving: we have found that rewarding the best drivers with a free meal, a cash bonus or a paid day off, shows that the company truly values safe driving and encourages others to improve their driving.”
Tracker’s tip for increasing fleet dash cam buy-in
- Emphasise the driver benefits – Dash cams and telematics can help protect drivers, including those who are falsely accused of causing an accident.
- Explain the technology’s role in boosting safety - Fleet telematics data and smart dash cams help fleet operators keep drivers and other road users safe.
- Create and share a policy on how the data will be used – State in your policy that drivers will not lose their jobs based solely on telematics data or video footage.
- Use data as a carrot not a stick – Rather than punishing poor driving, consider rewarding drivers with good driver scorecards: free meals, cash bonuses or a paid day off can encourage better driving.
- Address privacy concerns - Drivers may envision company officials reviewing hours of video footage to try to catch them in some undesirable behaviour. Reassure drivers that’s not how it works.
- Point out that driving safely is part of the job - If they’re driving safely, no one will see their dash cam footage. If they aren’t, the company has a right to know it because it puts both the driver and the company at risk.