Fleet safety “all-stars” SuYvonne Bell (left) of Gilead, Linda Ellis (center) of UCB, and John Wuich (right) of Wheels said combining technology, communication, and collaboration is the secret formula for next-level safety.
Photo: Ross Stewart / Stewart Digital Media
Over three days in November, fleet professionals gathered in San Diego at the Fleet Safety Conference to discuss all things safety. The conference was part of Fleet Week, which also includes the Global Fleet and Fleet Forward Conferences.
Fleet managers and safety experts gathered to deliver insights, strategies, and revelations that attendees took home to create safer fleets.
Here are a few of the can’t-miss moments from numerous sessions.
Defense Strategies to Defuse Anger and Avoid Nuclear Verdicts
Keynote speaker Cayce Lynch discussed how plaintiffs’ attorneys often exploit jurors’ emotions in trucking litigation cases.
Photo: Ross Stewart / Stewart Digital Media
Keynote speaker Cayce Lynch, national managing partner at law firm Tyson & Mendes, discussed how plaintiffs’ attorneys often exploit jurors’ emotions in trucking litigation cases. When they attack the credibility of the defense and accuse them of being bad corporate citizens, jurors get angry, which drives up damage awards.
Fleets and their lawyers need a case strategy that de-escalates jurors’ anger to avoid a nuclear verdict. Lynch revealed four proven defense methods to defuse anger and counterattacks on corporate liability:
- Accept responsibility
- Assign a monetary figure to the damage
- Personalize the defendant
- Address pain and suffering.
Trash Talking and Bragging: Unique Solutions for Next-Level Safety
What’s the key to advancing your fleet safety efforts when you’ve already covered the basics? Fleet safety “all-stars” SuYvonne Bell of Gilead, Linda Ellis of UCB, and John Wuich of Wheels said combining technology, communication, and collaboration is the secret formula for next-level safety.
- Technology: Use data to find pain points, like preventable accidents during personal use, and use that knowledge to make policy adjustments.
- Communication: Don’t be afraid to have “trash talk” sessions with your drivers. Allowing them to vent fosters engagement and gives you valuable feedback.
- Collaboration: Brag on your drivers, reward them for safe driving wins, and encourage them to compete. It will build culture and snowball from there.
The panel also added this advice: Focus on incremental improvements (“paint the room, not the house”) to make implementing safety measures manageable.
Reasons to Appreciate Generational Differences
A panel discussion between HDT’s 2024 Safety and Compliance Award winner, Rich Kaczynski, and other finalists showed some appreciation for the next generation of drivers.
In a discussion about dashcams, participants said younger drivers are less resistant to safety technology because they’ve grown up with it all around them. Smartphone cameras make them more comfortable with dashcams.
Driver scorecards based on telematics data are like video games. Younger drivers also tend to understand technology is installed for their own protection, making them good advocates for getting others on board.
Five Factors for Lowering Crash Rates
In an overview of the most recent Network of Employers for Traffic Safety (NETS) Annual Benchmark Report, Executive Director Susan Hipp shared the findings of a statistical analysis that identified the root causes of crashes. Managing driver fatigue, understanding vehicle purchase requirements (e.g., IVMS or automatic emergency braking), and using telematics consistently have proven to reduce crash rates. Features like 360-degree cameras and daytime running lights also correlate with lower crash rates and injuries.
Humor can make serious messages more impactful and relatable, IMPROVLearning Traffic Safety Educator Steve Verret (center) says.
Photo: Ross Stewart / Stewart Digital Media
Safety Can — and Should — Be Fun
Did you know that two-thirds of all TV commercials contain humor? Corporate comedian and IMPROVLearning instructor Steve Verret said the reason is that humor keeps the audience’s attention and makes the information more memorable.
The same concept works for teaching drivers about safety. Fun exercises like games (think Jeopardy or Family Feud), acting out mock crash scenarios, and storytelling improve content retention and encourage critical thinking. They also foster a shared learning experience, giving drivers a platform to share personal anecdotes and learn collectively.
Safety is also more fun when drivers can get rewarded for having high-ranking driver scorecards. In a separate session, panelists said they put the names of top-scoring drivers into drawings for gift cards, TVs, and other prizes to encourage safe driving. They also leverage high-scoring drivers to mentor their peers who have lower scores.
How Long Should You Retain Video and Telematics Data?
When a fleet goes to trial over a crash, video and telematics data can help you determine the circumstances of the incident and help exonerate drivers. In a session focused on preparing for trials based on crashes, Judie Nuskey and Carlos Pozo of Advanced Driver Training Services, Inc. and Adam Kahn from Netradyne revealed the plaintiff’s side could use this data against you if you retain it for too long.
In some cases, attorneys have used a fleet’s historical data to demonstrate a pattern of unsafe behavior for the driver. For this reason, the panel recommended a 90-day data retention policy: just enough to spot patterns and coach drivers, but not so much that plaintiff attorneys can use it to their advantage.
New Technology to Identify and Address Driver Distractions
Yoav Zilber from SaverOne and Dr. Eldad Hochman from CorrActions presented two emerging technologies for identifying and addressing dangerous driver distractions.
SaverOne uses a smartphone app and hardware installed behind the dashboard to block access to the driver’s — and only the driver’s — apps when driving, thereby removing a leading cause of distraction and crashes. SaverOne’s data show drivers initially try to use their phones nine times per hour, but after six to nine months of using the technology, that number decreases to once per hour.
CorrActions’ NeuroMonitor uses AI and machine learning analysis of brain signals to measure a driver’s Blood Alcohol Content (BAC), level of fatigue, cognitive load, and other cognitive impairments. Brain signals are reflected in muscle micro-motions collected through existing in-cabin motion sensors like the steering wheel, the driver’s seat, in-cabin radar, and infotainment system.
The Power of Positive Reinforcement
Dr. Alison Betz said positive reinforcement is one key to getting drivers to do what you want them to do.
Photo: Ross Stewart / Stewart Digital Media
How do you get drivers to do what you want them to do? Dr. Alison Betz of ABA Technologies said positive reinforcement is one key.
When drivers only get negative feedback, it encourages them to do the bare minimum to get their boss off their back. But specific, positive feedback reinforces what they should be doing — and even more powerful, that happy feeling they get from praise makes them want to do even more of the good things.
Positive reinforcement also makes for a solid foundation to build a trusting relationship that pays even more dividends.
Dr. Mark Manera of Offshift elaborated on this concept in his session on taking a holistic approach to driver health. Manera said a key driver of wellness is creating a supportive environment with recognition, mentorship, and engagement.
In return, healthier drivers are less likely to quit, increasing retention rates and reducing turnover costs.
Dr. Mark Manera (center left) said a key driver of wellness is creating a supportive environment with recognition, mentorship, and engagement.
Photo: Ross Stewart / Stewart Digital Media
Emotions Impact Safety
A thread running through several presentations was a focus on the emotional side of fleet safety. In addition to positive reinforcement, speakers touched on how understanding drivers’ mindsets and caring for them encourages safer driving.
Giving drivers the opportunity to explain the pressures they face and being empathetic toward them builds trust and makes them feel valued. Maintaining that supportive relationship encourages drivers to share their challenges as time goes on, fostering collaboration and problem-solving that further enhance fleet safety.
