"How’s My Driver?" Rethinking Engagement with Fleet Drivers

In the modern world of fleet management, the question “How’s My Driving?” has long served as a marker of accountability. But perhaps the question we should be asking is “How’s My Driver?” As we continue to advance in understanding both driver behaviour and wellbeing, it's time to rethink our approach to driver engagement. It’s clear that while telematics data offers critical insights into driving habits, focusing solely on it may not be enough to engage our drivers effectively. By broadening our perspective and contextualising data, we can take meaningful steps toward better engagement, reduced risk, and a fleet culture where drivers feel valued.

The Role of Telematics: More than Data Points?

Telematics data has become the cornerstone of modern fleet management. By providing real-time insights into driver behaviour, telematics can help track metrics such as speed, braking, cornering, and acceleration. But while this data helps us understand how a vehicle is being driven, it often misses out on the why. A driver’s actions on the road are influenced by many other factors, and the context behind each trip matters just as much as the data it produces.

A telematics device might tell us that Driver A has multiple harsh braking events in a day, but it doesn’t reveal that they were dealing with a tight schedule of deliveries or navigating difficult urban routes. With a clearer understanding of a driver’s work context, including delivery schedules, shift patterns, and road types, we can develop a more nuanced approach to engagement. This context enables us to tailor feedback in ways that feel supportive rather than punitive, helping drivers see data not as a metric of judgment but as a tool for improvement.

Telemetry Alone: The Engagement Challenge

Telemetry data is invaluable, but it’s not a standalone solution for driver engagement. In fact, focusing exclusively on telematics can risk turning drivers into data points. To genuinely engage drivers, fleet managers must go beyond the numbers. For instance:

• Work Type and Driving Demands: The demands of delivery drivers, construction workers, or medical transportation staff are varied and impact how a driver might approach each trip. Understanding these unique challenges can help managers give personalised feedback that resonates with drivers.
• Shift Patterns and Fatigue: Long, irregular shifts or heavy workloads can contribute to driver fatigue, which in turn affects driving performance. By considering shift patterns alongside telematics data, managers can provide feedback that considers a driver’s physical and mental state, not just their on-road behaviour.
• Number of Stops and Route Complexity: The more stops or complex routes a driver faces, the higher the likelihood of difficult manoeuvres, quick stops, and tight schedules. Recognising these factors allows fleet managers to understand why certain patterns emerge in telematics data and enables a more constructive approach.

When we place telematics data in context, we begin to see the driver as a whole person, not just as a set of metrics. This shift doesn’t just build trust, it also promotes a culture of openness and support, helping to reduce turnover and improve driver satisfaction.

Driver Wellbeing: How’s My Driver?

In today’s workplace, where mental health and wellbeing are finally taking centre stage, we must ask: what are we doing to support those behind the wheel? Drivers work in environments that can be isolated, stressful, and physically demanding. From the pressure of meeting deadlines to the challenges of navigating hazardous conditions, drivers face unique stressors that can affect both their mental and physical health.

When engagement only revolves around driving data, we risk overlooking the holistic needs of our drivers. Instead, companies should consider:

• Mental Wellbeing Check-ins: Building regular, genuine check-ins with drivers to see how they’re doing emotionally and mentally. Engaging drivers in conversations beyond just performance can create an environment of trust where they feel valued and understood.
• Incentives for Safe Driving and Wellbeing Practices: Consider implementing incentives not just for safe driving but also for practices that encourage overall wellbeing. Acknowledging efforts to maintain both safety and personal health can motivate drivers in meaningful ways.
• Customised Support Resources: For drivers working long hours or facing high-stress routes, offering resources like access to mental health support, rest stops, or stress management training can make a significant difference. Engaging drivers means supporting them in all aspects of their work, not just when they’re behind the wheel.

Rethinking the Engagement Model

As an industry, we need to move away from a model where engagement is primarily a way to monitor compliance. Instead, engagement should be about creating a partnership between fleet managers and drivers, where data becomes a tool for shared goals. When we consider a driver’s context, personal pressures, and the unique demands of their job, we empower them to do better, and we contribute to a culture of care that benefits everyone.

Driving Forward

Engaging drivers is about more than reducing harsh braking incidents or minimising speed violations. It’s about recognising the human behind the wheel and the pressures they face daily. Telematics data is a valuable piece of the puzzle, but it’s only one piece. By asking “How’s my driver?” we not only show our drivers that we value them as individuals, but we also lay the foundation for a safer, more supportive, and ultimately more successful fleet.

As we look to the future, let’s strive to build fleets that prioritize both performance and wellbeing. It’s time we used our data-driven insights to create a model that values the driver as much as the driving. By doing so, we’ll cultivate a workforce that is not only more engaged but also more resilient, safe, and fulfilled on the road.