Getting Driver Buy-In for Dash Cams

By Mark Schedler, Sr. Editor – Transport Management, J. J. Keller & Associates, Inc.

An accelerating shift is taking place in the performance management arena.

Instead of reacting to roadside inspection violations and safety incidents after they happen, top-performing fleets proactively identify the root cause of unsafe, inefficient, and non-compliant behaviors with dash cameras — before profits erode and crashes occur.

To maximize the results of your operation, mitigate risk, and minimize the impact of litigation, you have to develop a best-in-class performance management program. Dash cameras are the answer. Fleets, large and small, are rapidly adopting dash cams to coach their drivers.

Good Timing

Dash cameras provide timely detection and correction of unsafe behaviors, minimize safety-related and operational costs, and can reduce the impact of litigation if a major crash occurs. Consider the risks that your drivers face every day:

• Passenger-vehicle drivers caused 70% of accidents between commercial trucks and cars.¹
• The average cost of an accident is $91,000.²
• The average injury cost of an accident is $195,000. ²
• The average cost of an accident involving a fatality is $3.6 million. ²
• The average verdict size for truck crashes has increased 967%.³

A plaintiff’s attorney will try to prove carrier negligence if there is a failure to follow policies, procedures, or reasonable practices that find, coach, remediate, or terminate high-risk drivers.

8 Steps for Getting Drivers to Accept Dash Cameras

Driver performance monitoring with cameras can create a mindset for some drivers that “big brother is watching.” It’s a belief you must address and overcome to be successful. Preparation is key.

Approach your drivers as a coach approaches their athletes after a game. Your feedback on a driver’s performance should be similar to a coach guiding their athlete about their on-field performance. The dash cam video clips are like the game film to help the driver improve, ensuring their employability, compensation, and your bottom line.

Consider these tips:

1. Test dash cams with a small group of drivers.
2. Share the test-group results in “town hall,” open-forum discussions to dispel rumors and address concerns.
3. Emphasize that video is used to coach, improve, and keep drivers, not weed out “bad” drivers.
4. Stress the potential benefit of driver exoneration in case of their involvement in a crash.
5. Consider a non-punitive break-in period with no disciplinary penalties unless a safety situation calls for action.
6. Train drivers thoroughly on the system triggers and the feedback process. Consider a signed agreement saying that drivers’ privacy will be protected.
7. Start with event-based, road-facing cameras versus continuous monitoring with road- and driver-facing cameras.
8. Ensure coaches acknowledge the challenges drivers face and use videos for recognition and constructive feedback.

Elevating Your Game

The reality is that many carriers face a scarcity of qualified drivers and a trend of million-dollar verdicts against carriers. The best way to mitigate these risks is to address unsafe driver behavior proactively using dash cams systems, like the J. J. Keller Dash Cam PRO.

The best-in-class carriers invest time and money into continually identifying, coaching, and correcting unsafe behaviors. Implementing a dash cam system can elevate your game. Learn more about the benefits of dash cams in the free eBook,  The Fleet Manager’s Playbook.

Talk with a compliance specialist about the J. J. Keller® the new Dash Cam PRO, a powerful dual-facing dash camera that captures dangerous driving behaviors, offers over 500 interactive training courses, and provides comprehensive DOT recordkeeping. There’s no other dash camera like it.