Samsara Introduces Proactive Driver Coaching


By Ingo Wiegand

Driver safety is always a top priority—but in a tight labor market, a strong safety program is more important than ever for organizations seeking to attract and retain talent. The commercial driver shortage has increased safety concerns, as experienced drivers leave the industry and newer drivers take their place. This shift has brought even more attention to the importance of driver training and coaching.

However, driver coaching is often reactive, happening only after an incident occurs. This is already too late. Drivers are only made aware of risky habits after the fact and not in the moments when it’s most critical. At this point, the damage is done, potentially leading to serious injuries, litigation, increased insurance premiums, and other avoidable costs. Reactive coaching also increases the risk of employee turnover, since drivers can’t identify and change risky behavior in the moment. As a result, drivers may feel disengaged or unmotivated.

Modern organizations look for ways to proactively coach drivers on the road in real time through technology. The effort aims to improve safety, boost driver engagement, and increase retention for the long term. In fact, Samsara’s recent State of Connected Operations Report revealed that 58% of leaders see technology as a key factor in recruiting and retaining employees. Early adopters of AI technology have also shown how impactful it can be; 95% of organizations we surveyed said that implementing AI and automation technology has led to increased retention.

That’s why Samsara introduced Proactive Driver Coaching. This solution is the evolution of our existing in-cab coaching capabilities; it’s designed to elevate the coaching experience in the cab and empower drivers while they’re on the road.


Samsara’s Proactive Driver Coaching solution elevates the in-cab experience, helping drivers build safe habits during the moments that matter—before an incident occurs. With In-Cab Nudges™, Mobile Usage Detection, and No Seatbelt Detection now available, Proactive Driver Coaching helps:

  • Prevent incidents before they occur: Preventive AI technology automatically detects risky driving behaviors. The program then delivers real-time voice coaching to help drivers improve these behaviors on the road. These AI In-Cab Alerts enable the shift from a reactive coaching approach to coaching proactively, before an incident occurs. In-Cab Alerts help drivers identify and self-correct risky behaviors.
  • Empower drivers to own their coaching experience in the cab: Some drivers may not be aware of an issue or receive feedback on risky behaviors until a manager confronts them later. For drivers, this may lead to the development of unsafe habits and a lack of autonomy over their performance. With In-Cab Nudges, drivers are alerted to proactively self-correct risky behaviors on their own, in real time, before a safety event is created and uploaded for manager-led coaching (and before Driver Safety Scores are impacted). Distributing the ownership for coaching provides drivers more transparency and control over their own experience.
  • Motivate and incentivize drivers to build safe habits: Drivers want to know specific areas to improve, whether it’s reducing speeding or increasing following distance. Additionally, when drivers do improve, it’s important for managers to recognize them. As part of our elevated in-cab experience, drivers can access safety insights directly within the Samsara Driver App. This enables them to compete with peers for potential rewards by building safe driving habits. These include Driver Safety Scores and gamification through the Safety Leaderboard. By rewarding safe driving habits and celebrating positive progress, you can proactively recognize driver performance, increase engagement, and boost retention.


Many Samsara customers are already using Proactive Driver Coaching. They have seen firsthand how it empowers their drivers to self-correct risky behaviors in the moments that matter.

Eurovia USA

For example, Eurovia USA—a global leader in transport infrastructure—relies on Samsara’s AI technology to prevent incidents before they occur and help drivers self-correct a wide range of behaviors, including mobile usage and lack of seatbelt usage. “Before, we could only speculate that unsafe activity inside the cab caused incidents,” says Ruby Dubay, vice president of EHS and HR at Eurovia USA. “Now, AI Dash Cams give us visibility into the cab and provide our drivers with technology to help them self-correct and prevent incidents before they happen.”

Thirty days after enabling AI In-Cab Alerts for Mobile Usage Detection, Eurovia USA saw an 80% decrease in mobile usage events. Similarly, four months after enabling AI In-Cab Alerts for No Seatbelt Detection, the company saw a 76% decrease in safety events that detected drivers not wearing seatbelts at the start of their trips.

As a result, Samsara enabled Eurovia USA to shift from a reactive approach to a proactive approach; this fleet safety program now empowers their drivers to take ownership of their coaching experience. “Samsara helped us with being transparent on the why,” Dubay says. “Why is safety so important? It’s about the drivers, first and foremost. The cameras improve our drivers’ safety and wellbeing so they can stay on the road.”

Chalk Mountain Services

Similarly, Chalk Mountain Services—a leader in oilfield services for customers across the United States—relies on Samsara to empower drivers with real-time feedback.

“There were a few bad habits I didn’t know I had, and Samsara was able to point them out to me so I could fix them,” says Vanessa Veloz, who has been a driver for Chalk Mountain Services for three and a half years. “My priority is safety, and Samsara helps me get home safe to my family.”

Proactive coaching has helped reduce risky behaviors across Chalk Mountain’s fleet. As a result, the company saw an 86% decrease in preventable accident costs and 43% decrease in worker’s compensation costs. Furthermore, safer driving can reduce wear and tear on their vehicles, reducing damage-related repair costs.

As a result, safety has become a competitive advantage for Chalk Mountain Services to retain its top drivers. Chalk Mountain Services built a positive safety culture where the company rewards, celebrates, and protects its drivers from false claims. As a result, Chalk Mountain Services improved driver retention by 15%.

“Samsara truly helps our drivers be even better at their job—protecting them and the company at the end of the day,” says David Serach, director of safety at Chalk Mountain Services.


Ongoing labor shortages and macroeconomic challenges have placed enormous pressure on driver safety and employee retention. Facing uncertain times, it’s even more important to proactively coach drivers and empower them in real time. Investing in safety technology today can help improve safety in the moments that matter and retain drivers for the long term.

All Samsara safety customers now have access to Proactive Driver Coaching. If you’re interested in learning more about how Samsara’s Proactive Driver Coaching solution can empower your drivers, check out Samsara’s overview.

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