Road safety- How to incentivise at-work drivers

The Fleet Safety Forum says managing occupational road risk can often be about negative messages, telling drivers what not to do – or worse, dealing with the aftermath of crashes. Incentive schemes provide an opportunity to approach road safety in a positive way. Explained the organisation’s senior development manager, Roz Cumming: “Although incentive schemes do have potential pitfalls if not managed correctly, when they are well thought-out and managed, they can affect driving behaviour in a positive way, helping to save lives and money by preventing crashes from happening in the first place.”

The campaign is being launched with an information pack, which includes guidance for fleet managers on implementing and managing incentive schemes to best effect; tips on how to avoid potential pitfalls, such as under or mis-reporting of incidents; and a Wild West-style ‘Reward’ poster that managers can use to publicise their own schemes among drivers.

As well as the higher proportion of crashes experienced by at-work drivers than by other drivers, says the Fleet Safety Forum, it has been shown that 61 per cent of at-work drivers admit their driving is not always safe, compared to 51 per cent of other drivers. When people drive as part of their job it is possible that complacency can creep in, and giving an extra incentive for drivers to stay safe on the roads is one way of overcoming these attitudes and behaviours

Chris Hughes, general manager – insurance and risk, at Balfour Beatty Utility Solutions, which funded the information pack, commented: “Driver incentive schemes have proved successful for BBUS. This approach aligns to our safety culture and encourages a positive attitude towards safe driving within our company. We believe that by embedding this mindset through the use of the ‘no claims bonus’ incentive, we can help to make roads safer as drivers are more willing to listen and use our advice. Our 58-per-cent reduction in road-traffic incidents during 2007, and our continued reduction throughout 2008 reflects how useful and important it is to promote and offer incentives to drivers who take care when driving.”

Fleet managers can obtain a copy of the ‘Driver Incentive Schemes’ information pack by emailing their name, job title, company name, telephone number and address to [email protected] or by calling 01484 559909. The first 50 organisations to request the pack will receive it free of charge.

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