Fostering a culture of responsibility to reduce fleet risk and costs

In today’s fleet management landscape, driver behaviour is a critical factor that can dramatically impact the safety, efficiency, and financial health of any business running a fleet of vehicles. From collisions to fuel consumption, the actions of individual drivers often dictate whether a fleet operates efficiently or becomes a liability.

Here, Tony Greenidge, Risk Lead at Fleet Operations, discusses how managing driver behaviour is not only about mitigating risks but also about fostering a culture of responsibility and safety within organisations.

The link between culture and driver behaviour

One of the primary influences on driver behaviour is the organisational culture they operate within. The attitudes and performance of drivers can often mirror the expectations and values set by their employers. If safety and responsibility are embedded into the company culture, drivers are more likely to adopt these practices. On the other hand, if cost-cutting and performance are the sole focus, corners may be cut, leading to poor driving behaviour or inadequate vehicle maintenance.

For fleet stakeholders, this presents both a challenge and an opportunity. By fostering a culture of safety and responsibility, businesses can significantly reduce the likelihood of collisions, damage to vehicles, and unexpected costs. However, it’s not enough to simply state a commitment to safety. Organisations must embed road safety principles into every aspect of their fleet management strategies, from onboarding and training to performance assessments and incentives. The culture must encourage drivers to view road safety as an integral part of their role, not just an added responsibility.

Promoting driver accountability

Driver education is key to managing behaviour and ensuring fleet efficiency. By educating drivers about the financial and safety implications of their actions, we aim to instil a sense of personal accountability. Drivers need to understand that their behaviour can result in significant costs, not only in terms of vehicle repairs or replacements but also in lost productivity, increased insurance premiums, and even legal penalties.

This is why Fleet Operations is a proud partner of Driving for Better Business (DfBB), which is an initiative that promotes driver risk management across the UK business driving community. Through the partnership, Fleet Operations shares valuable content and resources designed to help drivers excel and maintain high standards on the road.

Driver well-being is another critical aspect of our risk management approach. By addressing both the physical and mental health of drivers, we can reduce stress and fatigue, two key contributors to poor driving decisions. Encouraging drivers to adopt healthy lifestyles and providing them with the support they need to manage their workload effectively has been shown to reduce collision rates and improve overall performance. Through social media, the impact that poor driver behaviour can have on brand perception is an increasing risk that many businesses are now seeking to mitigate.

Training as a solution to risk management

One of the most effective ways to influence driver behaviour is through training. Comprehensive training programs can help drivers avoid common pitfalls, such as distractions or aggressive driving, which often lead to collisions. As vehicle technology and motoring legislation changes at an ever-increasing pace, these programs help drivers refresh existing and develop new skills and knowledge necessary to reduce their risk on the road and contribute to a safer driving culture within the organisation.

The approach begins with identifying high-risk drivers through careful assessment and monitoring of driving habits. Surprisingly, around 10% of drivers in a fleet are responsible for the majority of incidents. By pinpointing these individuals, businesses can implement targeted interventions, such as e-learning courses or one-on-one training with advanced driving instructors.

These efforts are supported by data from the Department for Transport’s 2023 report on road casualties in Great Britain*. According to the report, car occupants accounted for 45% of road fatalities, while more vulnerable road users, including motorcyclists and pedestrians, made up the other half. HGVs were also shown to be involved in a significant number of fatal collisions with other road users, highlighting the need for robust risk management across all vehicle types.

Reducing fleet operating costs

Managing driver behaviour has a direct impact on reducing fleet operating costs. When drivers are more conscious of their actions, it leads to fewer collisions, less vehicle wear and tear, and lower fuel consumption. These savings can be substantial over time, especially for larger fleets.

For example, one area where costs can quickly spiral is vehicle damage. All too often, vehicles are returned to leasing companies with avoidable damage resulting in hefty fees. By reducing incidents through driver education and training, businesses can keep their vehicles in better condition and avoid these unexpected and unbudgeted costs.

At Fleet Operations, we also look beyond driver behaviour and consider the broader factors that influence fleet costs. This includes reviewing fleet and insurance policies, selecting the most suitable vehicles for the fleet, and implementing proactive maintenance schedules. By addressing these areas, businesses can maximise cost-efficiency while ensuring compliance with all relevant regulations.

A holistic approach to risk management

A comprehensive approach to risk management involves addressing every aspect of fleet operations to minimise risk and enhance performance. This begins with essential practices like regularly checking driver licences – an often-overlooked step by many companies managing their own fleets. Tailored workshops and group sessions can be implemented to meet the unique needs of each organisation, ensuring that training is both flexible and thorough.

For drivers identified as high-risk, targeted workshops can focus on areas that require improvement. One well-known method that is often used in driver training is the COAST principle, which stands for Concentration, Observation, Anticipation, Space, and Time. These five key elements serve as the foundation of safe driving.

By focusing on these simple yet effective principles, drivers can significantly reduce their risk of collisions. Concentrating on the road, observing the surroundings, anticipating potential hazards, allowing sufficient space between vehicles, and giving oneself enough time to react are all fundamental aspects of safe driving. The COAST principle can be easily incorporated into driver training programs and serves as an easy to remember and practical reminder for drivers to remain vigilant at all times.

Safer roads, lower costs

Statistics from Brake, the road safety charity, remind us that five people die on UK roads every day, with 80 more sustaining serious injuries. Managing driver behaviour is about more than just improving road safety; it is about creating a culture of responsibility, efficiency, and care within an organisation. By embedding safety into the core values of an organisation and prioritising driver well-being, businesses can create an environment where drivers feel accountable for their actions.

Training and education, supported by data and proactive risk management strategies, empower drivers to make safer choices, reducing collisions and wear on vehicles. Taking a comprehensive approach to managing driver behaviour not only enhances safety but also delivers long-term financial benefits, ensuring fleets operate efficiently and sustainably.

For more information on Fleet Operations and its award-winning risk management services, visit https://www.fleetoperations.co.uk/services/risk-management/