Richards Building Supply has long faced a persistent challenge in fleet management: how to keep drivers safe and motivated without relying on outdated, command-and-control methods. Their drivers are the backbone of their business, and protecting their well-being and the safety of other vehicles and pedestrians on the road is a top priority.
Traditional coaching methods, however, often fell short of creating the lasting safety culture envisioned and seemed punitive as they were after the fact reviews of behaviors. That’s why the company’s partnership with Geotab Vitality has been transformative, giving them a way to put safety directly in the hands of drivers and empowering them with tools and rewards to drive safer and smarter every day.
MORE THAN JUST DATA: FOSTERING A PROACTIVE CULTURE
In the past, Richards Building Supply relied on traditional safety programs, from field discussions to driver advisory boards. While these efforts were effective, they still faced a significant barrier: providing drivers with direct feedback on their driving performance. It was found that for information to truly make an impact, it needed to be personal to motivate drivers to do better.
The “aha” moment came at the Geotab Connect conference this past February, where the company’s senior risk director and I learned about Geotab Vitality, and how it uses a behavioral science-backed toolkit to reward driver excellence. Being familiar with Vitality’s health programs, integrating this new tool was an easy decision that promised a fresh, positive take on driver safety.
What Geotab Vitality offers:
- Science-backed based on the behavioral science expertise of Vitality;
- Focused on rewarding drivers based on their personalized safety scores;
- Using a carrot instead of a stick for improvement is always preferable; and,
- Scalable across our fleet – accessible to all drivers on an easy-to-use mobile app.
The initial rollout focused on regular and clear communication. For example, knowing that while current drivers are more accustomed to technology than longer-serving drivers, a key hesitation for them would be the fear of having their driving tracked in their personal lives. We proactively addressed these concerns, assuring them that the app would only monitor Richards Building Supply vehicle-related data.
THE FIRST 40 DAYS
In a 40-day pilot test, the results speak for themselves. The program has resulted in:
- A 38 percent improvement in overall driving behavior;
- Richards Building Supply drivers are now performing 7.7 percent safer than comparable Geotab fleets; and,
- The driver leaderboard provides a competitive aspect for drivers as they want to move up the chart.
This progress is visible across key metrics like acceleration, braking, cornering, and speeding. The app’s ability to provide a personal scorecard has been a significant change. Rather than relying on managers to email reports, the app allows drivers to check their scores whenever they want, fostering a sense of ownership and personal accountability.
A DRIVER’S PERSPECTIVE: REWARDS FOR A JOB WELL DONE
A critical element of the app’s success is its ability to directly engage drivers through a simple, rewarding experience. The app’s design is user-friendly, and its reward system is a powerful motivator. Drivers can redeem points for everyday items, from a coffee at a local store on their route to merchandise from major retailers.
“The Geotab Vitality app has completely changed the approach to driving. It is a positive reinforcement tool to earn points every day. It also generates your own personal goals, and little effort is needed in the app to get the dollars to grow. Just drive safely. My dollars are adding up quickly and I am already using them from the many reward options available. What a great way to reward a driver,” says S.P, an Indiana, Michigan shuttle driver.
“Having Geotab Vitality was such a great idea. It is very easy to use and earn points. It is awesome that Richards Building Supply is doing this for the drivers. I appreciate them thinking of us and our Safety,” says P.F, a Champaign, Illinois driver, and knuckle boom operator.
THE ULTIMATE WIN-WIN
The company’s success using the Geotab Vitality App is a great example of how technology can foster a stronger, safer, and more engaged workforce. Our partnership shows that safety programs do not need to be punitive. Instead, by providing direct feedback, clear goals, and tangible rewards, you can create a “win-win” for both drivers and the company.
about the author
Jenny Vetter is the logistics manager at Richards Building Supply.
