Changing Driver Behavior Through Gamification
By Owen McCarthy
September 18, 2019
It’s taking something that isn’t typically a game and adding an element of competition to encourage a change in behavior. Studies show that people are 66% more likely to do something if it’s part of a game.
It makes sense. Aren’t we all motivated by a little incentive and friendly competition?
How can gamification be used to encourage better fleet driver behavior?
In the world of fleet, gamification is used to change driver behavior and reward safe driving habits. Creating a safety culture is an ongoing process and making it fun can bring you more success. Drivers that are rewarded for good behavior are more likely to want to participate, stay engaged and even change behaviors on their own. It’s a carrot and not a stick for them – everything is about positive reinforcement.
How can you implement gamification into your fleet’s training?
1. Determine your goals. Most fleet goals revolve around safe driving, fuel efficiency and specific factors that drivers have control over such as speeding, braking and idle time. Whatever your goal may be, it should be measurable and achievable within a certain set time frame.
2. Collect data. For a realistic picture of what’s going on, you’ll want to first collect your baseline data. Use that data to determine if the goal is achievable in the time period you’ve set.
3. Choose your incentives. Will the game be played individually or as a group? If played in a group, will there be multiple winners so there’s a more reasonable chance of winning? Choose a prize: cash bonus, company swag, a trip to Disney, extra vacation days, recognition, etc.
4. Create driver awareness. Drivers need to know where they stand (and how they can improve) throughout the competition for it to be successful. Present this data via emailed reports.
5. Share the results. Once the contest has ended, share the impact with the drivers. Did their reduced idling time decrease emissions or improve fuel economy? Let them know and celebrate the fleet’s successes.
6. Repeat. Make this a continuous part of your fleet life. Studies prove short, regular learning sessions are most effective for retention. Humans tend to forget new material in a matter of days or weeks unless they consciously review what was learned. Thus, multiple training modules throughout the year will be most effective.
How Wheels takes on gamification
ChangeDriver™ is our interactive gamification platform where drivers compete against each other over 45 days for a chance to win prizes. It’s a fully automated behavior management solution that is adapted to each fleet’s safety goals to include features like avoiding collisions, improving miles per gallon, safety training, visiting in-network maintenance service providers, etc. Fleets can play this game four times a year, easily done once a quarter, focusing on different goals each time. Drivers are organized into teams and compete with their peers.
Points are weighed on a scale:
- 75% – Real-world actions: avoiding accidents and taking proper care of the vehicle.
- 15% – Education: taking online quizzes and reading fleet policy.
- 10% – Engagement: For example, logging in the system to read fuel tips.
Drivers stay engaged through automated emails and can see their points, take quizzes, read tips, earn badges, find in network maintenance providers and more. At the end of each competition the winners are rewarded with prizes.
As mentioned before, creating a safety culture takes time. Whether your goal is to reinforce your fleet’s safety policy, educate and promote safe driving behavior or stay compliant, gamification is a great tool to add to your strategy. Happy, safety-conscious driving is a win-win for everyone.
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