Once drivers join the fleet, having an established policy that outlines expectations for them sets the course for proper driver behavior.
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When a driver reports being in an “accident,” it implies that no one is at fault. And if no one is at fault, it can’t be prevented. But the truth is that specific driver actions or behaviors cause most crashes (a more apt term).
The National Highway Traffic Safety Administration (NHTSA) reports that human error is involved in 94% of all motor vehicle crashes. While that may seem like a staggering percentage, it should give fleets hope that many crashes can be prevented.
Focusing on reducing preventable crashes is worth the effort for several reasons. In the United States, motor vehicle crashes are the leading cause of work-related deaths, so a lot is at stake. They can also significantly impact an organization’s bottom line and harm the health and well-being of employees, their families, other motorists, and pedestrians.
These seven strategies can reduce preventable crashes and their related financial and human costs.
Strategy 1: Start Early
Reducing preventable crashes can begin before the keys are in the ignition.
“For starters, make certain qualified drivers are put behind the wheel through proper screening such as motor vehicle record checks, driver assessments, and implementing new hire training to give that driver the right tools to drive safely,” said Richard Traister, director of account development for Driving Dynamics.
Strategy 2: Define Responsibilities and Consequences
Once drivers join the fleet, having an established policy that outlines expectations for them sets the course for proper driver behavior.
“Ensure your fleet policy specifically addresses preventable accidents,” suggested Eliot Bensel, vice president of account development for CEI Fleet Driver Management. “Is it a zero-tolerance policy, or do you have room for mistakes? How many mistakes? Be clear with drivers.”
Drivers need to know what will happen when they are involved in a preventable accident. Will they have to pay a deductible out of pocket? Will they have to complete remedial training within a set timeframe? Outline the consequences and specific obligations they will have.
Strategy 3: Give Drivers Simple Steps to Take
It may not be possible to prevent all crashes, but when fleets and drivers make simple changes, they can significantly impact them.
“There are many steps drivers can take to reduce preventable collisions, but the most prevalent risks include the ‘Triple Threat’ of speeding, distraction, and fatigue, three of the biggest risks facing drivers today,” said Ed Dubens, founder and former CEO of eDriving FLEET.
According to the NHTSA, 3,308 people were killed by distracted driving in 2022. The organization explains that sending or reading a text takes your eyes off the road for 5 seconds. At 55 mph, that’s similar to driving the length of an entire football field with your eyes closed.
A former spokesperson for Together for Safer Roads cited speeding as another hazardous behavior. “Research has proven many times over that the human body can only withstand a certain amount of kinetic energy,” the spokesperson said.
If a vehicle approaches a human at speed, the chances of fatality increase for every mile per hour of increased speed. The combination of speed and vehicle size/mass makes managing kinetic energy critical to preventing crashes from becoming catastrophic.
Implementing hands-free policies, discouraging left turns, and banning the backing of vehicles are all quick interventions that fleets can deploy immediately to help reduce preventable crashes.
Strategy 4: Track Trends and Train Accordingly
Not every driver is as risky as the next. For that reason, Dubens recommends conducting risk assessments to identify driver risk levels.
Adding data from license checks, driver history, defensive driving knowledge, and driver attitudes and behaviors to assessments offers an even clearer view of the overall risk.
“Typically, 20% of drivers account for approximately 80% of an organization’s risk, insurance, and liability costs,” Dubens explained. “This highlights the importance of identifying the 20% of drivers most at-risk to prioritize them for training and coaching.”
In addition to assessing driver risk profiles, Bensel suggests closely examining what types of collisions are occurring and tailoring training accordingly.
“Fleets should provide proactive driver training based on past trends of specific preventable accident types,” he said. “Then continue to watch for new trends and adjust training programs accordingly.”
Traister has seen this strategy pay off. Driving Dynamics helped a utility client reduce stationary object collisions and parking-related accidents by 90% in 18 months through targeted driver training, demonstrating the effectiveness of strategic training in lowering crash rates.
To identify collision trends, reviewing and documenting each incident is essential. Traister recommends conducting post-crash reviews involving the driver, their supervisor, and upper management to determine the cause and implement measures like safety coaching, driver training, probation, or dismissal, fostering accountability and prevention.
There are four stages to the driver safety excellence hierarchy to use as goals for the advanced peformance of driver development.
Strategy 5: Help Drivers Gain the One-Second Advantage
Training to address specific behaviors exhibited by risky drivers is an effective strategy, but training all drivers continues to be essential in reducing preventable crashes.
“Driving Dynamics’ own curriculum is based on a research study that determined 90% of all traffic crashes can be avoided if a driver had one more second to react and knew what to do with it,” Traister said.
Rear-end collisions often stem from following too closely, but proper training can teach drivers to maintain safe distances, gaining a “one-second advantage.” Traister highlights that most crashes result from driver error, not external factors, and behaviors like speeding, backing, and intersection mistakes can be corrected through education and practice.
Dubens emphasized the importance of ongoing safety communication, suggesting regular messaging and appointing road safety ambassadors to reinforce training. He also advised coaching middle managers to engage with and advocate for the program’s mission.
Bensel advised promoting a safety culture across the entire organization, not just among fleet drivers, by sharing resources like safe driving tips, driver recognition, and legislative updates.
“Remember, nearly every employee is a driver, not just the ones in company-provided vehicles,” Bensel said.
Strategy 6: Equip Managers
More often than not, creating a safety culture starts at the top. Drivers can be asked to exhibit safe driving behaviors, but if management isn’t on board, it’s easier for drivers to fall out of (or feel forced out of) good habits.
Delivery drivers often face conflicting demands between performance and safety goals. A former spokesperson for Together for Safer Roads emphasized the importance of realistic delivery expectations and listening to drivers to foster a safety culture as an organizational priority.
Dubens highlighted the effectiveness of manager-led coaching for high-risk drivers, using data from incidents, collisions, violations, and telematics to identify and support them. He emphasized that creating a risk reduction plan with a manager is a powerful intervention.
Bensel recommends involving all management levels in driver performance updates by preparing stakeholders with actionable insights, such as ranking the top and bottom drivers and ensuring drivers are aware of this information sharing to encourage accountability and recognition.
Strategy 7: Leverage Technology
Technology can help fleet managers get their arms around what behaviors occur on roadways and prevent some of the most common causes of crashes.
“Technology like telematics allows fleets to monitor driving behaviors,” Bensel said. “Be sure this is tied into your risk management platform for incorporating detected behaviors into overall risk scoring, and assignment of remedial training, as well as easier administration.”
Dubens agrees that telematics is an effective strategy to improve driver behavior, thereby reducing preventable crashes. “Utilize smartphone telematics to measure driving behaviors such as harsh acceleration, braking and cornering, speeding, and phone distraction,” he said.
Vehicle technology significantly enhances fleet safety by addressing preventable crashes caused by design flaws like blind spots. For example, New York City equips its municipal fleet with side cameras to eliminate blind spots, improving visibility and safety. However, technology alone isn’t enough; pairing it with driver training and strong organizational leadership is essential to creating a genuinely safe fleet, a former spokesperson for Together for Safer Roads emphasized.
Traister emphasized that technology is effective only when used correctly. He advised equipping well-maintained vehicles with features like telematics and Advanced Driver Assistance Systems (ADAS) and ensuring drivers understand their functionality to maximize safety benefits.
Reducing Preventable Accidents Is a Responsibility and a Privilege
The key to reducing crashes is acknowledging that most are preventable.
“Collisions should not be viewed as an inevitable part of driving for work,” Dubens said. “Unfortunately, for many people, driving is the riskiest thing they do at work, and companies have a legal obligation to do what they can to protect their safety.”
Fleets play a crucial role in road safety due to their high mileage, making it vital for them to model safe driving behaviors that positively influence overall road sharing and safety.
Bensel urged fleets not to wait for future advancements in safety technology, emphasizing the need for immediate action to reduce preventable accidents.
Investing in driver safety protects road users and contributes to ESG (Environmental, Social, Corporate Governance) goals by providing measurable and reportable benefits to all drivers on the road.
Editor’s Note: This article was originally published in July 2021 and was updated on November 20, 2024, for continued relevancy on fleet accidents and related crash statistics.
