Can Gamification Be A Gamechanger For Your Fleet's Profitability?

Operating a trucking company requires managing the bottom line closely and making decisions to stay in the black. In that bottom-line calculation, the focus is often on hard-dollar costs that show up on the books, such as wages, fuel, and equipment. However, indirect costs are just as important. For instance, accidents don’t just cost money in regards to vehicle repairs—they cause downtime, impact customer service and have other far-reaching impacts.

Interestingly, of all the causes of trucking accidents, driver error is 10 times more likely to be the cause of a crash than any other factor, according to a recent study conducted by the Federal Motor Carrier Safety Administration (FMCSA). The study categorized driver error into four categories of “critical reasons,” which are:

• Nonperformance—the driver fell asleep or was impaired for another reason.
• Recognition—the driver was distracted or failed to respond to a situation appropriately.
• Decision—the driver was operating too fast for conditions, speeding or tailgating.
• Performance—the driver failed to control the vehicle as expected.

So where does gamification fit? It can help improve driver behavior and performance, potentially reducing accidents. Gamification “scores” driver behavior based on data obtained from telematics devices, enabling a motor carrier to rank different drivers’ performance and provide incentives, proactive driver coaching, and training.

Gamification can also help motivate drivers by incorporating game-like elements into their daily tasks, such as awarding points for safe driving behaviors, fuel efficiency, on-time deliveries, and achieving performance goals. Points can be displayed on a “leaderboard” and earn drivers recognition and rewards, with the larger goal of improving overall fleet safety and operational efficiency. 

Key ways a fleet can use gamification include:

• Performance-based scoring: Drivers can earn points for positive driving behaviors such as maintaining speed limits, braking smoothly, and following proper lane usage.
• Challenges and contests: Drivers can earn rewards for achieving point targets and top performers can be ranked on a “leaderboard.”
• Badges and recognition: Gamification systems can award drivers digital “badges” that recognize safe driving practices, providing a sense of accomplishment. 
• Real-time feedback: Drivers can obtain immediate feedback on their performance, identify areas for improvement, and reinforce positive behaviors. 
• Team competitions: Drivers can be grouped into teams that compete against each other in collective points, promoting collaboration and peer training.  

Benefits of using gamification in a trucking fleet include:

• Driver engagement: Game-like elements can help motivate drivers to actively participate in improving their performance. 
• Improved safety: By rewarding positive driving behaviors, gamification can help reduce accidents and promote safety.  
• Enhanced fuel efficiency: Gamifying fuel consumption goals can encourage drivers to optimize fuel usage. 
• Higher productivity: Motivated drivers are more likely to meet delivery deadlines and improve overall productivity. 

There are some important considerations when implementing gamification to help ensure it succeeds at achieving its objectives. These include:

• Be transparent: Ensure drivers understand how points are calculated and how their performance is measured to maintain fairness. 
• Customize it: Tailor gamification elements to fit the specific needs and goals of your fleet. 
• Focus on the positive: Use gamification to reinforce positive behaviors rather than penalizing negative ones.

Does gamification fit into your fleet’s solutions? You may already have some capabilities built into your existing software, such as drivers’ scorecards found in Electronic Logging Devices (ELDs). Other third-party companies exist to help set up a truck driver gamification program for you.

Sources

• https://www.sciencedirect.com/science/article/pii/S1369847824001293
• https://www.fleetequipmentmag.com/gamification-improve-truck-driver/#:~:text=For%20example%2C%20executives%20can%20help,and%20make%20improvements%20as%20needed.
• https://intellishift.com/resources/blog/using-gamification-for-fleet-safety/#:~:text=Gamification%20for%20fleet%20safety%20is,property%20damage%2C%20and%20medical%20expenses
• https://www.researchgate.net/publication/369058072_The_Impact_of_Gamifications_and_Serious_Games_on_Driving_under_Unfamiliar_Traffic_Regulations