Improving Transportation Fleet Safety Through Gamification

The COVID-19 pandemic pushed companies to find creative ways to engage employees as isolation hit an all-time high. Many turned to gamification — the application game mechanics such as points, badges and leaderboards to everyday tasks — to reconnect with staff and improve retention, especially around key initiatives like safety. 

It’s a concept so suitable for the transportation industry, it could have been conceived with truckers and other commercial auto drivers in mind. 

Gamification encourages strategy, competition, camaraderie and sportsmanship. It motivates employees through friendly competition and goal-setting, helping transform routine or tedious tasks into engaging challenges. Companies in various industries have found that it not only strengthens employee engagement but also improves customer experience, enhances brand loyalty and drives key business metrics. 

Real-world examples of corporate gamification include: 

• Peloton, which uses leaderboards to boost performance and foster community; 
• Starbucks, which leverages points and stars to increase client loyalty and engagement.  

Why it works 

Gamification works because it taps into natural human desires for achievement, recognition and instant gratification. Studies show it can boost employee engagement by 60%. In fact, 90% of employees say they’re more productive when using gamified systems, and 95% report enjoying them. 

As Millennials — many with thousands of hours of gaming experience by age 21 — make up more of the workforce, gamification becomes even more effective, especially for training and development. 

Common workplace applications include: 

• Virtual badges for completed training 
• Competitive goal-setting, with rewards 
• Leaderboards, rankings and progress bars to track performance. 

Best practices 

Gamification isn’t just about fun. When applied with intention, it drives measurable outcomes — increasing productivity, reducing downtime and improving workplace safety. For transportation companies, it’s proving to be a powerful way to engage drivers, enforce compliance and encourage safe behavior both on and off the road. 

Best practices for gamifying safety goals include: 

• Setting clear key performance indicators (KPIs) 
• Regularly sharing both group and individual progress 
• Offering coaching to support behavior change 
• Delivering immediate, ongoing feedback. 

Gamification in fleet safety 

Gamification is making a strong impact in the trucking industry. Data shows that fleets using gamified coaching programs see measurable improvements, including: 

• 21% reduction in speeding 
• 59% reduction in distracted driving 
• 49% reduction in overall collision risk. 

That 49% drop in collision risk translates directly into safer drivers, fewer injuries and more employees making it home safely. 

Leveraging telematics 

Gamifying safety in a mobile workforce can be challenging — until you leverage telematics.  

If you operate a commercial auto fleet, you’re probably already using telematics. As Alera Group noted in the 202 article “Technology Key to Containing Commercial Auto Insurance Costs,” most insurers require it. 

Gamification enables you to use telematics as a carrot rather than a stick. By providing each driver with a daily scorecard, you make it easy to keep score and improve behavior. Suddenly, everything changes when there’s a scoreboard. 

Factors you can use to determine driver scores include: 

• Speeding incidents 
• Harsh braking or acceleration 
• Time spent idling 
• Seatbelt usage 
• Compliance with routes or delivery windows. 

Ancillary benefits 

The motivation to earn points and be recognized turns good drivers into even better ones. Prizes, bonuses and recognition not only incentivize safer behavior but also increase driver satisfaction and loyalty, improving retention in a competitive industry. 

Gamification makes tracking key metrics part of your culture. It brings awareness and accountability into a fun, engaging space — driving behavior, performance and safety scores all at once. 

When designing a gamification program for your fleet, it’s important to keep in mind three considerations: 

1. Transparency: Drivers need to know how points are calculated. 
2. Customization: Tailor gamification to your fleet’s goals and priorities. 
3. Positive reinforcement: Focus on rewarding good behavior, not punishing bad. 

Follow these tips to ensure your implementation of a driver score program is successful:  

• Track specific metrics tied to safety and efficiency. 
• Clearly explain what’s being measured and why. 
• Make rankings visible so drivers know where they stand. 
• Include guidance or training to help improve scores. 

Next steps 

Today, more companies are enhancing their safety incentive programs through gamification — and they’re seeing greater employee engagement, stronger culture, and superior ROI compared to traditional programs. 

But gamification of safety is no mere trend — it’s an essential strategic tool for risk management. 

Are you ready to gamify your safety culture? Talk with an Alera Group risk management specialist today. 

CONTACT ALERA GROUP 

About the author 

Joseph Peplinski, TRS, TRIP 
VP, Director of Sales 
HF&C, an Alera Group Company 

Joe Peplinski’s commitment to the trucking industry and his Commercial Auto Insurance clients is evidenced by his professional designations: transportation risk specialist (TRS) and transportation risk insurance professional (TRIP). In addition to a thorough knowledge of insurance products and coverages, he’s developed risk management tools designed for trucking companies and other commercial transportation fleets. 

Contact information: 

• joseph.peplinski@aleragroup.com 
• Connect with Joe on LinkedIn