In a world filled with near-constant chatter of AI, it’s hard to believe there are fleets out there that haven’t deployed one of the primary technologies that offers the vast amounts of data AI thrives on: telematics.
That data can be overwhelming, so Together for Safer Roads (TSR), a non-governmental organization dedicated to advancing road safety through cross-sector collaboration and technology, has developed a guide to help fleets understand and deploy telematics effectively with a goal to reduce crashes, encourage safer driving, support drivers and, ultimately, contribute to creating safer fleets.
Many fleets have implemented telematics but only collect the data without the knowledge of how to use that data. Industry experts have shared that collecting the data without using it to improve operations can be problematic. For example, that data can be used against a trucking company in a lawsuit. It could prove that the company’s safety culture is lacking, highlighting things like driver speed.
That’s why TSR’s Optimizing Fleets with Telematics: A Guide for Today’s Fleet Managers has identified implementing telematics data with driver coaching as one of five principles for effective telematics programs, sharing that data should be used to augment ongoing driver coaching and training programs.
“Collecting telematics data is only half of the equation, with transformative value laying in how fleet managers use the data to lead to meaningful behavior changes from drivers,” the report states. “The best telematics systems provide fleet operators with clear, user-friendly dashboards and driver reports that allow supervisors to easily see patterns and communicate with drivers about how to change unsafe actions or behaviors.”
The guide says that an organizational commitment to coaching and training is essential for telematics systems to deliver on safety and operational benefits.
A 2014 Virginia Tech Transportation Institute study of Class 8 truck drivers found 56% to 63% fewer unsafe driving events and a 33% drop in speeding when paired with coaching.
Another principle is prioritizing speed management as a critical safety metric. According to the Federal Motor Carrier Safety Administration, driver error, which includes speeding, is the leading cause of truck accidents. More than 5,300 large trucks were involved in fatal crashes and another 114,000 were involved in injury crashes in 2013, according to a National Safety Council analysis of National Highway Traffic Safety Administration’s CRSS and Fatality Analysis Reporting System data.
With holiday traffic and winter weather, among other factors, increasing the likelihood of truck crashes, TSR’s guide recommends avoiding an abundance of driver alerts. Driver error also includes distraction, and alerts can be distracting.
“Not all data should trigger real-time alerts for drivers. Fleet managers need to clearly consider what requires a real-time alert and real-time action versus what can be addressed through later driver coaching to avoid driver fatigue,” the guide states. “For example, excessive speeding should trigger a direct alert to the driver so they can take immediate action; general speeding (a few miles over the limit or for a short duration) should be addressed after the fact as part of on-going coaching.”
Prioritizing speed is a general, across-the-board recommendation, but the guide also insists that fleets prioritize metrics related to their specific operating conditions. Account for context and calibration is another of the guide’s principles, highlighting the nuances of different industries, like beverage haulers whose G-force measurements may be more challenging, and environments like driving in urban versus rural areas.
And encompassing that is the principle of establishing company safety metrics altogether. The guide says that identifying key performance indicators within telematics is key to measuring progress, especially for larger fleets with operations across multiple locations.
“Telematics is not just about technology; it’s about saving lives,” said TSR Executive Director Peter Goldwasser. “Our members’ evidence shows that when telematics is implemented with purpose, it reduces crashes, lowers costs and builds safer workplaces for drivers. This report offers fleets a roadmap to move beyond compliance and toward a true culture of safety.”
Daniel McGuigan, global director of fleet safety at PepsiCo, said PepsiCo has made significant improvements in its Geotab Safe Driving Index through telematics-based driver scorecards and individual driver discussions.
In 2020 at the Fleet LatAm Conference, PepsiCo reported a 27% reduction in collision frequency in Mexico using telematics.
“The data doesn't just improve safety and reduce occupational road risk, it gives drivers a sense of pride in their performance and helps us build a stronger culture of accountability,” he said.
