Dual-facing dashcams with coaching: What's in it for carriers?
In a typical fleet, 15 to 20 percent of drivers represent 80 percent of the risk. Video-event monitoring with driver- and road-facing (also known as dual-facing) dashcams help carriers focus more efficiently on the percentage of drivers who pose the highest risk. Carriers can help correct unsafe behavior by using video clips to coach drivers.
Another critical benefit of dual-facing dashcams is recognizing consistent driver performance and exceptional skills. Drivers frequently encounter dangerous situations and do not share these events with their leaders. Using these dashcams, however, allows leaders to highlight consistent, positive performance, which can be an effective retention and recognition tool.
There is a strong case for adding a dual-facing dashcam and coaching process. Three key aspects for carriers to consider include:
- Justifying dashcam-driven coaching
- Reducing unsafe behaviors
- Improving driver acceptance and retention
Justifying dashcam-driven coaching
Developing a supporting case for the purchase of dashcams and, ultimately, a culture change is not easy. The best approach is usually to provide leadership with industry and company data that shows the benefits of prioritizing safety over productivity.
In a J.J. Keller and Associates, Inc. 2022 Fleet Manager survey, 51 percent of fleet managers indicated that "Leadership Consistently Showing that Safety is Important" was the most important determinant in their safety program. Upper management must be engaged and informed to improve safety results and protect the business. Dashcams are one of the most effective tools to do so.
Nuclear verdicts explode
The American Transportation Research Institute (ATRI) study titled Understanding the Impact of Nuclear Verdicts on the Trucking Industry, published July 2020, found that:
- 2006-2010 there were 26 cases over $1 million
- 2015-2019 there were nearly 300 cases over $1 million
The study determined that pre-crash actions by carriers are critical. To avoid the triggers of a nuclear verdict, plaintiff and carrier defense attorneys agreed that:
- "Crash avoidance is EVERYTHING."
- Strict adherence to safety and operational policies is a must.
- FMCSA minimum standards can and should be exceeded.
Proactive correction of unsafe and non-compliant behaviors is imperative.
Carriers' experience with dashcams
Of course, each carrier's experience will be different should they adopt a video system for driver coaching. However, the following information provides a good start in justifying the cost.
J. J. Keller sponsored a 2019 survey of 211 fleets, 70 percent of which implemented dashcams and video-driven coaching of drivers. Fleets experienced a wide range of benefits.
The top ten carrier responses to the question ”What do you think have been the main benefits of using dashcams?” are as follows expressed inpercentage of respondents:
- Hard brake events were tracked and analyzed for trends 53%
- Improvement in driver training programs 47%
- Lower legal fees and litigation risks 45%
- Decrease in insurance in the number of insurance claims 45%
- Decrease in the average value of insurance claims 41%
- Quicker insurance claims process 41%
- Discounts on insurance premiums 30%
- CSA scores improved 22%
- Driver productivity increased 21%
- Maintenance costs decreased 21%
A 2014 study of over 10,000 crashes by the Virginia Tech Transportation Institute (VTTI) found:
- Event-based video systems, combined with driver behavior coaching, accounted for reductions of 20 percent in fatal crashes, and 35 percent in injury crashes.
Crash statistics
Industry crash statistics also provide a compelling case for video-based coaching.
A primary cause of fatality crashes is human behavior. Statistics from the Motor Carrier Management Information System (MCMIS) and Fatality Accident Reporting System (FARS) include:
- Human choices caused 94 percent of all crashes.
- 32 percent of fatal large truck crashes have at least one truck driver factor as a root cause.
- In at least 75 percent of fatal truck/passenger vehicle-involved crashes, the passenger car driver is at fault.
Video allows drivers to see and correct their unsafe behaviors and choices. The dangerous behavior may not be apparent without video. Having video evidence may exonerate a truck driver of wrongdoing.
Reducing unsafe behaviors
Productivity improvements tend to be small but can add meaningful financial benefits when realized over many drivers. In contrast, unsafe behaviors from a few drivers can risk a company's viability.
To start, duplicate data from electronic logging devices (ELDs), dashcams, and telematics systems with a connection to the engine, must be sorted out.
ELD hours-of-service data must be monitored for compliance, but dashcam video often takes the place of the driving behavior telematics data from the vehicle and the ELD.
Dual-facing cameras capture many behaviors, including but not limited to:
- Cellphone use
- Seat belt use
- Fatigued driving/lane drift
- Speeding and hard acceleration
- Hard braking
- Following too close/tailgating
- Cornering too fast
Video event systems provide a complete picture of a driver's behavior and allow targeted coaching. Dash cams also collect the most potentially severe behaviors with solid evidence of what happened.
Carriers should assume all data from the truck or devices, and all actions taken and not taken, is discoverable in court. Make sure to:
- Document corrective actions,
- Be proactive and eliminate risky behavior to avoid crashes, and
- Follow performance management policies and procedures consistently.
When coupled with coaching, these systems can reduce crash rates, citations, and other unsafe behaviors in a short timeframe, given proper implementation and driver acceptance.
Improving driver acceptance and retention
Carriers are rightfully concerned about doing anything that could increase the turnover of well-performing drivers. However, a coaching program can improve driver performance while reducing risk with a very low impact on turnover.
When newer drivers receive coaching early in their tenure, they are better trained in critical driving skills and ultimately less frustrated. Coaching newer drivers tends to improve retention, aid in driver performance, and help reduce terminations.
The goal is to identify and correct unsafe behaviors to retain drivers. However, coaches must follow progressive discipline and training policies. Terminating high-risk drivers is a small part of using dashcams for coaching.
The 2019 J. J. Keller study found that 76 percent of fleets that implemented dashcams reported the same or lower turnover of drivers. The remainder of respondents experienced an average of approximately a 10 percent increase in turnover.
The dashcam policy
A dashcam policy is a foundation for establishing driver trust and dashcam acceptance. Be clear that:
- Office personnel and drivers will be properly trained on the system and triggers.
- Videos are for driver training, loss prevention, and legal defense.
- Employee consent is required to use videos for other than individual coaching.
- Driver privacy is mandatory. Remote viewing of drivers is allowed only in an emergency.
- Recordings are safeguarded from unauthorized use or access.
- No images are stored unless an event trigger has occurred.
Implementation tips to increase driver acceptance
Implementing dashcams and the coaching program is a pivotal time for carriers. However, following these tips below can help make the transition better for everyone.
10 tips for implementing a dashcam program:
- In small groups, run a test period for at least two to three months.
- Consider a baseline period of two to three weeks with no coaching.
- Select locations with the highest risk-loss experience.
- Use driver feedback and union input to make adjustments along the way.
- Publicize wins of exoneration with driver privacy in mind.
- Utilize well-respected drivers and naysayers in the test groups.
- Be transparent and share results and feedback in town-hall-style meetings.
- Be selective and train coaches to interact with the driver.
- Develop scorecards with a weighted average safety score and incentives for safe behavior.
- Focus on the goals of continuous improvement and protection of the business.
Rewards and recognition
Carriers can use dashcams and vehicle telematics metrics as a basis for reward programs for safe, high-performing drivers. Drivers can also receive recognition for skillful maneuvers, which could not be done without video. A video clip showing a lane departure, or a hard brake can turn from potential counseling to an opportunity to recognize a driver since a coach will see what happened.
Innovative technology continues to revolutionize the transportation industry as fleets strive to improve safety metrics. Employee engagement deteriorates when cameras are primarily used as a disciplinary tool. Conversely, engagement increases when teams celebrate drivers who have consistently avoided incidents by being safety conscious.
If a driver avoids a crash or hits their metrics, public recognition and a "thank you" is warranted.
Keys to remember:
The data shows that using dashcams along with coaching has a positive impact on carriers' risk statistics, as well as the safety culture. During implementation, involve drivers, be transparent, and pilot the video/coaching system in small groups to improve acceptance.