Influencing Fleet Driver Behaviour

1. Influencing Fleet Driver Behaviour Dr Lisa Dorn Fleet 200 Event Millbrook June 27th 2012 l.dorn@cranfield.ac.uk

2. Introduction Behaviour Based Safety approach DriverMetrics Evidence based behavioural interventions

3. Behaviour Based Safety BBS highly effective in many safety-critical industries How does BBS work?

4. 9 Principles of BBS Set goals for target behaviour Give information on behaviours that increase crash risk Give information about the consequences of taking risk Assess intention and commitment to behaviour change Provide support/resources for achieving target behaviour Develop stress and time management strategies Provide praise and encouragement Monitor behaviour and review goals Develop relapse prevention strategies

5. Assessing behavioural risks Assess driver behaviour via Driver Risk Index DRI development since 1986 DM Established 2006 Owned by Cranfield University DRI variants

6. DriverMetrics® • Valid and reliable online scales responses compared with norm group and instant profile sent • Over 100K profiles and benchmarked for over 25 countries • Feedback and driver coaching • Self reflection on personal strengths and weaknesses

7. Fleet Driver Risk Index Factors Situational Risk Age, driving experience, mileage, licence, crash history etc • Behavioural Risk Factors • Work Related Risk • Aggression • Hazard Monitoring • Driving Excitement • Driving Fatigue Driver Coping Styles Driving Focus Confrontation Driving Concerns Self Evaluation • Correction Factors • Impression Management • Driver Confidence

8. Our Clients Include...

9. 3 Stage Process

10. DriverMetrics® Solution

11. Targeted Interventions Black boxes Driver training e-training

12. BBS and Telematics Telematics - diverse range of in-vehicle technologies for driver data collection, monitoring and analysis On-board safety monitoring devices assesses driver behaviour and how to improve risk via feedback

13. BBS and Telematics Blind profiling then feedback condition or control group 30% reduced crash involvement (Lehmann & Cheale,1998) 20% crash reduction for treatment (Wouters & Bos (2000) Reduced risk and cost savings (Levick and Swanson, 2005) Reduced crash and repair costs by 25% (Georgia Tech, 2002) Drivers of cars fitted with EDRs 105 fewer fatalities compared with control group (Veronica I, 2006) Reduced risk and total crashes for 7 mths(Toledo et al, 2008) Safety-related events reduced (Hickman and Hanowski, 2011)

14. Effects not permanent! Baseline then website feedback reduced risk for 4 mths - returned to pre-feedback levels by month 5 (Toledo and Lotan, 2006) Baseline then website feedback; 44% crash reduction - higher levels within 10 mths(Musicant et al, 2007) Need embedded education to support telematics Algorithm as a proxy for safety?

15. Driver Training • Five major international reviews - little evidence that driver training contributes to crash reduction for any driver group(Vernick et al, 1999; Woolley, 2000; Christie, 2001; Roberts et al, 2002; Mayhew and Simpson, 2002) • Goals for Driver Education (Hatakka et al, 2002) • Driver coachinguses a behavioural approach

16. BBS workshops • Fleet driver workshops can reduce crash risk (e.g. Gregersen et al, 1996; Salminen, 2007)

17. BBS and e-training • Scenario-based e-training modules • Develops hazard perception and visual search skills • Software low cost but effective (af Wåhlberg, 2010; Isler, et al, 2008; Dorn 2011; Horrey, 2009) • Fleet driver risk management packages and FDRI+

18. E-training • e-training to develop situational awareness, hazard perception and visual search skills • Software low cost but highly effective (af Wåhlberg, 2010; Isler, et al, 2008; Dorn 2011; Horrey, 2009)

19. Safety Culture Management decisions and leadership can undermine BBS and influence driver behaviour (Dorn, 2012)

20. Conclusion BBS approach is highly effective Assess driver behavioural risk using validated measures Use behavioural interventions Consider how to improve your safety culture