The Gamification of Fleet Management


Improving driver behaviour whilst reducing costs

It comes as no surprise to learn company cars are driven in a very different manner to how personal cars are handled on the road. For employees, it’s not their vehicle, and they don’t have to foot the bill for fuel and maintenance costs. Yet, changing an employee’s driving behaviour is no easy task.

One approach gaining traction is the concept of gamification. Simply put, gamification uses traditional game mechanics to engage and motivate, making small modifications to everyday behaviours. When applied to fleet vehicles, this could mean improving driver behaviour, reducing maintenance costs, improving your fleet’s green credentials or better adhering to health and safety requirements.

Essentially, gamification helps to simplify the process of changing driving behaviour, incentivising good habits, rather than criticising the bad, as well as improving employee engagement. Here are some of the ways gamification could help you improve your fleet:

Enabling you to lower the total cost of vehicle ownership

Up to 30% of the total costs of vehicle ownership such as fuel, maintenance and insurance, is influenced by the way the car is driven. However, getting employees to drive in a more sensible manner is often a hard ask, as they don’t ‘own’ the vehicle and are often under pressure to meet deadlines.

Gamification encourages and incentivises safer, more efficient driving. This could lead to less harsh braking, cornering and accelerating, reducing vehicle wear and tear and environmental impact. At the same time, less damage to the vehicle means lower insurance cost, too.

Helping you prevent speeding violations

Speeding tickets and fines should not be seen on a business’s balance sheet, though they inevitably continue to appear. Unless driving standards are improved, they will persist and add to costs.

To overcome this, fleet vehicles need to be monitored to ensure speed limits are adhered to, and vehicles are not driven hazardously.

However, tracking driver behaviour can leave them feeling mistrusted and create a sense of ‘Big Brother’ scrutiny, which has obvious negative connotations. Instead, gamification promotes good behaviour and responsibility, rather than looking to punish the bad.

Incentivise safety improvements

Positive incentives can help reduce the financial, legal and human consequences for failing to safeguard the health and wellbeing of employees. It’s crucial to get a handle on all the risk factors and take necessary action to mitigate their impact.

Gamification allows businesses to incentivise in accordance with health and safety policies. Rewards and incentives can be built around correctly inputting time sheets, encouraging safer driving styles and ensuring breaks are taken at appropriate times.

Gamification in action

This all sounds great in theory, but does it really work? Let’s take a look at some of the results of gamification from forward thinking customers.

At ventilation specialists EnviroVent, monthly driver performance reports generated using WEBFLEET and OptiDrive 360 data, elicited a competitive response from its employees that resulted in a 10 per cent drop in fuel consumption and annual savings of £36,000.

More recently, road transport specialist Pentalver and plant hire company Garichave both incentivised improvements and benefitted to the tune of £50,000, by giving drivers a quarterly bonus if they hit agreed performance targets.

Australian customers are reaping the benefits of gamification as well. By implementing a safe driving scheme, Queensland traffic control solutions company, Traffex, slashed its fuel bills by more than 50%.

Gamification also enabled Aussie commercial cleaning company LeFand to recognise issues with company drivers and provide further training. Alongside this, the company is rewarding those who are driving in a more efficient manner, which incentivises employees to adopt and/or continue the behaviour. These changes have saved the company over $12,000 in associated vehicle costs, all of which can be reinvested back into the business.

So, gamification within fleet operations can really work. In fact, we find that businesses who implement fleet management solutions see ROI within nine months, on average.

From speeding and fuel consumption, to environmental and health and safety improvements, gamification enables businesses to reward good behaviour. Incentivising employees – through a rewards programme, for example, or through the publication of league tables – sparks healthy competition and establishes the ‘motivation’ to improve.


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