Driving Towards Safety: How Geotab is Tackling Fleet Stress

What's truly driving performance down and costs up in the trucking industry? The answer might surprise you: it's the often-overlooked issue of driver stress. I was thrilled to participate in Geotab’s recent webinar, "How Driver Stress is Hurting Your Fleet and What to Do About It" (watch it here). It was an honor to join a respected panel, including Steve Keppler (Scopelitis Transportation Consulting), Susan Sokolich (Virginia Tech Transportation Institute), professional driver Ingrid Brown, and host Mindy Long.
 

As the industry constantly emphasizes driver safety, a commitment underscored by initiatives like this week’s Operation Safe Driver Week announced by CVSA, Geotab's recent safety study sheds light on the ripple effects of driver stress.
 

The Alarming Cost of Driver Stress

Our research reveals a pervasive problem: 68% of drivers reported work-related stress negatively impacting their driving performance, significantly affecting wellbeing, road safety, and the bottom line. This stress fuels a retention crisis, with 34% of drivers considering leaving their jobs in the past year. Losing a driver can cost $10,000-$20,000, highlighting the critical need to address stress for fleet stability.
 

Financial repercussions extend to operations: 60% noted traffic/road conditions hindering job completion, and 26% admitted regularly breaking speed limits to meet deadlines. The average fatal large truck collision can cost up to $3.6 million, with "nuclear verdicts" citing driver stress as negligence, inflating liabilities.
 

Expert Perspectives: A Holistic View

The panel stressed a holistic approach to driver wellbeing:

• Steve Keppler emphasized that driver behavior, heavily influenced by stress, is the leading crash factor. He stated, "Safety isn't just a priority; it's a value." Carriers must "know their drivers" to proactively address weaknesses and leverage strengths.
• Susan Sokolich's research shows that job stress increases crash involvement and can cause sleep difficulties, affect thinking clarity, and impact physical health, all compromising safe driving. Health programs that support drivers and encourage treatment reduce risk and improve retention.
• Ingrid Brown, a professional driver and fleet operator, highlighted that fleets "have to know their drivers" individually due to varying home lives, finances, and stress coping mechanisms. She stressed the importance of communication and empathy, noting that a supportive approach, rather than just monitoring, fosters trust and improves response from drivers. She also pointed out that proper maintenance and good equipment are crucial for reducing driver stress.

Geotab's Solutions: Empowering for Safer Roads
 

At Geotab, we believe gaining deep insights into driver behavior, vehicle performance, and real-time road conditions can transform coaching from negative to engaging. Our Geotab Vitality platform, for instance, rewards improved driving behavior through positive incentives, earning drivers points redeemable for real rewards.

Our call to action for the industry includes leveraging:

• Telematics Solutions for Data-Driven Safety: Geotab safety features show a 40% reduction in collision rates.
• Driver-Focused Apps: Real-time support for stress reduction and improved safety.
• ADAS Systems & Dash Cams: Features like forward collision warning (27% reduction in rear-end collisions) and irrefutable evidence for exoneration.
• Autonomous Driving Technologies: Even current features can help eliminate human error, a factor in 94% of collisions.

Embracing these innovations streamlines operations, lowers overhead, and builds a safer, more productive environment for drivers, leading to long-term savings and peace of mind.
 

The Road Ahead: A Collective Commitment to Wellbeing
 

The insights underscore an undeniable business case for investing in driver wellbeing. As Steve Keppler noted, "safety pays." Safe carriers are more profitable, minimizing unknowns and reducing significant costs. Investing in drivers, especially during the crucial first 90 days, cultivates a culture of care that boosts retention.
 

Ultimately, it requires putting ourselves in drivers' shoes. Leveraging data to understand their experiences and proactively supporting them creates a transparent environment where they feel seen. As Ingrid Brown wisely advised, having someone at every company dedicated to daily check-ins on driver mental and physical health can significantly boost retention and foster a cohesive operation.
 

What steps is your fleet taking to prioritize driver wellbeing and combat stress?