INTRODUCING DASH CAMS TO YOUR COMMERCIAL TRUCKING CLIENTS

While drivers may not be on board, these tips may help fleet managers understand the benefits

By Alex Firl

Smart dash cams can heavily reduce the costs associated with insurance policies and claims for fleet operators and save lives by monitoring driver behavior. However, even with many benefits, introducing new technology can be challenging, especially when it comes to overcoming driver resistance. Fortunately, there are several strategies that your fleet manager clients can employ to ensure that drivers understand the benefits of dash cams and feel comfortable with their use.

Lead with policies, procedures, and respect. To no surprise, fleet drivers may feel uncomfortable with the initial idea of having a dash cam, so it’s up to the fleet manager to ensure policies and procedures are implemented to ease their minds while on the road. Hence, they feel like the dash cam is there for their safety and benefit versus being seen as a marker of distrust between the fleet operator and driver. Also, it’s essential to address any concerns drivers may have about privacy, and reassure them that their personal information is protected. Explain what data will be collected, who will access it, and how it will be used.

It’s also imperative to be trans-parent and train drivers on how the technology works from end to end—such as monitoring for distracted driving, the speed of the vehicle, the context behind harsh braking, and other potentially perilous maneuvers. Explain to drivers that the purpose of dash cams is not to spy on them or infringe on their privacy but to improve safety on the road for everyone. They can help identify and correct unsafe driving behaviors and provide evidence in case of accidents or incidents, protecting both the driver and the company.

Ultimately, the key to successful

dash cam implementation is effective

communication, education, respect, and

involvement of drivers.

Drive it home with safety. Promoting the implementation of dash cams to drivers is a much easier sell when it’s explained that safety is at the core of this new tool. Encourage fleet managers to explain how telematics like dash cams significantly improve road safety to keep employees and other drivers safe. They also serve as critical tools in an accident where the fleet driver may be blamed. Smart cameras present irrefutable evidence of who is at fault and the circum-stances of the accident, so innocent drivers can be exonerated and released from any costly insurance ramifications. Presenting dash cams as a safety advocate shows drivers that the technology is there to keep them safe rather than be an intrusive tool to punish them.

Build a value-based culture. It’s important to recognize and understand why drivers hesitate to accept dash cams as part of their daily work travel; fleet managers can address these concerns by highlighting the value. Spotlighting the benefits, such as improved safety, reduced insurance costs, and increased driver accountability, can help drivers see their value. Communicate to drivers that this technology exists for their safety and that its use can improve their driving. These improvements will help them advance their careers and establish them as long-term employees with the same overarching safety goals as their employer.

Share the stats with drivers. It’s easier to promote the value of dash cams by sharing statistics on how much money, time and, most important, lives can be saved by their existence. Sharing stats with employees puts things into perspective. It’s also noteworthy to make people aware that telematics is not just there to show what happened after an accident. They can prevent accidents through in-cab alerting to promote safe driving behaviors since, according to the National Highway Transportation Safety Administration (NHTSA), distracted driving claimed 3,522 lives in 2021 and cost businesses billions of dollars in lawsuits and insurance claims. Smart dash cameras have the power to decrease these numbers significantly.

Establish professional development programming and incentives. Creating a professional development program is crucial to show that the technology is designed with the driver in mind. This may include having drivers complete monthly assignments, additional ones related to each recognition level, and gaining the requisite years of experience. Also, offer driver coaching when the smart cams notice risky driver behavior to help them rectify it when they’re back on the road.

Another aspect of professional development programming is offering employees incentives based on their driving performance, as reported by their dash cam monitoring, to enhance engagement and acceptance of the technology. When an incentive is provided, 85% of workers feel more motivated to do their best. They’ll be more engaged and be able to reap the benefits of using the technology for their advancements versus seeing it as a hurdle. Undoubtedly, fleet managers will notice improved driving records among employees, setting them up to be more employable in the long run.

Practice what you preach. Fleet managers can’t expect their drivers to adopt dash cams if they don’t accept the technology themselves. Experience the technology to understand how it works and how it picks up mistakes while driving, like braking too quickly and frequently. Also, understanding how the technology makes the driver feel is the best way to deploy it across the fleet and lead by example and respect.

Beta test cameras prior to rollout. Before sending drivers out on the road with the technology, beta test it with tech experts. The test group will be able to experience and review the technology to share how it made them feel and what they liked or didn’t like about it. This is an excellent way to offer first-hand testimonials to drivers and ensure the technology fits a fleet’s unique needs.

Ultimately, the key to successful dash cam implementation is effective communication, education, respect, and involvement of drivers. By addressing concerns and emphasizing the benefits, your fleet manager clients can ensure that drivers understand their value and feel comfortable with their use.

The author

Alex Firl, associate project manager, safety at GPS Insight, focuses on solutions to protect drivers, fleet managers, and vehicles on the road and improve safety across fleets. He currently resides in Scottsdale, Arizona, with his wife and dog.