Getting drivers past the feeling that “someone is watching” them is half the battle.

When bad things happen to good drivers, video footage of the incident can go a long way to proving who was actually at fault. That said, the power of video telematics can only be harnessed once fleet drivers get over the idea that ”big brother will be watching them.”

Kim Clark, Director, Product Strategy at Element Fleet Management says that, “generally, drivers will raise some concerns and have questions about the scope of data collection. The degree of pushback is typically related to the focus that the organization puts on the role of safety while operating vehicles, and if the fleet has a telematics program in place already that cameras will now layer on top of.”

The good news, according to Clark, is that fleets can expect less pushback from drivers if the organization already has a strong vehicle policy in place, and if it’s already been prioritized from the top of the organization downward. “You can expect less pushback as long as the program is clearly outlined and communicated to drivers,” she adds.

Selling safety

Selling the idea of video telematics to drivers starts with a clear explanation of the scope of the program, including what kind of data will be captured, who will have access to it, and how that data will be used, Clark explains.

“Collecting consent to the scope from drivers is very important, and then demonstrating the controls in place to protect their data and privacy,” she adds. “We encourage clients to share why cameras are important to ensure the drivers get home safely and are protected if an accident occurs.”

Sometimes it can be impactful to share collision statistics and how those have related to costs to the company, or even the impact to employees, in the case of fatalities, Clark adds. It is important to help the drivers learn how the camera works and the type of coaching they will receive through training.

Clark notes that it can be helpful if the fleet can offer an incentive program for safe driving behaviours. These could include a “top safe driver” award or vehicle option incentives, when ordering a new vehicle. “Most importantly, support needs to come from all levels of management demonstrating proper use and celebrating safe driving behaviours,” she adds.

Focus on specific issues

While adding a camera to a vehicle sounds like a good idea, Frank Daccardi, Telematics Manager at Holman says that it’s important to understand how doing so will benefit the organization.

“Is there something you’re trying to uncover or change or identify?” he asks. “You need to understand the issue or the problem you’re trying to address, and once you do, you’ll be better able to identify where cameras need to be placed strategically so that you can get the best data and address the problem.”

In other words, adding cameras haphazardly doesn’t make sense. Daccardi identifies at least three reasons why any fleet might want to harness the power of video telematics in order to solve a specific problem.

“If you have a branch or a region or a location that has an elevated accident rate, you may want to install cameras in vehicles within this region in order to figure out what’s causing the elevated accident rate,” he says. “Or you may have a policy that says that your vehicles are not for personal use or for moonlighting. In that case, a video camera will allow you to see if a vehicle is being used for a work call or for something that goes against company policy.”

In addition, a video camera can help organizations fight against fraudulent claims. “Many fleets have vehicles with decals, and they’re becoming a target,” Daccardi explains. “So, if someone were to get into an accident, and your driver was not at fault, you can avoid litigation and all the headaches that come with it, if you’re able to support your driver’s side of the story with video proof. Fraudsters may see you as more of a target because you have logos on your vehicles, and they see that as a payday. But you can protect your drivers and your organization with video proof.”

Put policies in place

Before adding cameras to your fleet of vehicles, Daccardi recommends lining up your ducks by putting all the needed policies in place. Drivers need to be aware of the type of data that will be captured, how that data will be used, who will have access to the data, and what kind of repercussions they can expect if they tamper with a camera or if they’re caught doing something they’re not supposed to be doing, like using a cell phone. In short, transparency can help alleviate the “big brother” issue.