Mark Rose, managing director at Tracker, urges fleet managers to educate company vehicle drivers of the wider benefits.

Mark Rose, managing director at Tracker

With fleet vehicle sales typically accounting for more than half of new car registrations, the fleet sector has a significant responsibility in prioritising road safety, not only for its drivers, but also other road users. However, not all business drivers are happy to have smart dashcam and telematics technology accompany them on the road, despite the positive impact it is having in terms improving road safety and minimising their liability in the event of a collision.

Privacy concerns and the worry of data being used to penalise drivers often outweigh the safety benefits for many. However, it is important for fleet managers to reassure their drivers and educate them of the importance of such devices. As well as improving the safety of today’s roads for all users, they also protect drivers, including those who are falsely accused of causing an accident.

Fault is often disputed in the event of a collision, and until fleet dashcams 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 are not aware of bad habits they have 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.

Another important way to reassure drivers is to make it clear within fleet policies that they will not lose their jobs based solely on telematics data or video footage. Remind them that if they drive safely, no one will ever see their dashcam footage and if they do not, the company has a right to review to understand the risks to both them and the company.

Companies that recognise and reward drivers with good driver scorecards have an edge over those who solely punish bad driving. At Tracker, we have found that those rewarding the best drivers are confirming to the company that they truly value safe driving and encourages others to improve their driving.

By putting into play some simple reminders of the benefits of dashcams and telematics, fleet operators can significantly increase driver buy-in. Here are our top tips to achieving a positive welcome for a road safety marvel:

• Emphasise the driver benefits – Dashcams 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 dashcams 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 days 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 is not how it works.
• Point out that driving safely is part of the job – If they are driving safely, no one will see their dashcam footage. If they are not, the company has a right to know it because it puts both the driver and the company at risk.