How Perdue Farms Implemented a Video Based
Driver Risk Management Program
Agenda
Del Lisk, DriveCam
–
Overview of the In-Cab Video Solution
Frank Cruice, Perdue Farms
–
Overview of the technology selection and decision-making
process
Tommy Pollard, Perdue Farms
•
DriveCam first introduced in-cab video technology in
1998
•
Solution has continuously evolved
•
Currently deployed on more than 500 fleets and
protecting 400,000 drivers
•
Largest deployments include distribution, transit, waste,
service fleets, utilities
•
Perdue Farms first piloted program in late 2006
Key Safety Benefits
Identify & correct poor driving before it leads to a crash
Identify your best drivers based on facts instead of luck
Protect company & drivers against false claims
Challenges
•
Sr. Management approval
•
Management buy-in
•
Union buy-in
•
Driver acceptance
•
Implementing fleet-wide over broad
Making the Business Case
to Senior Management
for Conducting a
Vehicle Event Recorder
PILOT
Frank J. Cruice, MS, CSP, CRSP
Senior Director – Corp. Safety & Security Perdue Farms Inc
Why Perdue Explored Vehicle Event Recorders
FY09 FY10 FY11 FY12 FY13 Period (09) December Total Cases 339 304 352 336 227 Commercial 258 243 293 288 172 Commercial HWY 170 85 90 76 58 Non-Commercial 81 61 59 48 55 Non-Commercial HWY 49 20 25 16 17 339 304 352 336 227 258 243 293 288 172 170 85 90 76 58 81 61 59 48 55 49 20 25 16 17 0 50 100 150 200 250 300 350 400 Total Cases (vs.) Highway Cases by Class, Commercial and Non -Commercial)
17
16
11
12
10
5
FY07
FY08
FY09
FY10
FY11
FY12
Total Rollover 71 - (FY07 - FY12)
Total Rollover
PAYBACK!
Implementation ‘Gold Nuggets’
•
Know what your risk exposure is
•
Build the business case
•
Seek an internal Champion/Business Partner
•
Source the service providers who want to be business
partners
•
Develop rollout plan that best meets your companies
culture
•
Build a measurement tool to ensure accountability
Vehicle Based
Behavioral Safety
Vehicle Mounted
Video Event Recorder
Startup
Driver acceptance is critical.
Management engagement / ownership is critical
(Cross-functional Team)
Managers and Drivers will understand if you;
Show why
Get on the ground and meet with the drivers
Show it is current with today’s technologies
Show that upper management is committed to the process
Show that it is part of your overall strategy
Show it will build accountability from management to driver
Explain how it works
When you see behavior
How you react will determine how your drivers react
Pilot Results, Scored Events Trend
Coaching & Intervention will influence driver improvement.
Rollout Aug 20th
Active intervention with coaching Feb. 08
37 Cameras, about 50 Drivers
Coaching / Consequences, change behavior.
Management workload decreases as behaviors change.
Building Driver Acceptance
Communicate reason for intervention with drivers Safety of drivers and motoring public
Frequency of vehicle accidents rising or out of control Cost arising from vehicle accidents
Cost of litigation / protection from frivolous litigation Shock loss from a vehicle accident
Demand for action by insurance carrier to develop driver improvement
process (Note; Utility Company Example)
Hold driver meetings
Get on the ground and talk it up:
Use formalized meetings to demonstrate reasoning Explain how the technology works
Deploy the process & frequently share results Use informal / tailgate meetings to
Share video clips Talk it up with drivers
Informing Drivers as to Why
Highway Preventable
Total cases = 50
Total Minimum Value = $634,908.18
Roll-over & Run Off Road
Action: Included Vehicle & Driver Attributes.
•Use of Drive Cam to Manage Driver Behavior & Risky Actions (Inattention)
•Vehicle Speed Settings and Automatic Retardation
* LDWS, Lane Departure Warning Systems
* Crash Avoidance Systems, (Vorad, “Wing Man”) - VORAD, Vehicle On Board Radar
detection System
- Safety Vision, using radar, GPS & video - BSWS, Blind Side Warning Systems * OER, Onboard Event recorders (data only),
speed, quick stop, etc.
* GPS, QUALCOMM, Network Car, etc. * ELD’s Electronic logging devices
* EVIR, Electronic vehicle inspection systems * Speed Limiters, Governing vehicle speed
* Proximity Controls, Cruise, Radio, Air Horn, Etc.
Show it’s current with today’s technologies
What types of technology do you already use?Company goals include
Protect the company and drivers in the event of a MVA
Reduce collisions
Encourage safe driving habits
Reduce driving related repair and maintenance costs
Demonstrate our commitment to vehicle safety
Set Goals & Expectations
Driver Goals
Drivers should attempt to drive so the camera is not triggered.
Change the behaviors that you are coached on. Do not repeat behaviors for 60 days after coaching.
Most Common “Risky Behaviors ” include:
Seatbelt violations, improper use of cell phone
Distracting activity, work tasks, mapping / navigation, reaching / Looking,
lighting cigarette, eating / drinking
Following to close, at a distance less than 4 seconds
Dispelling Rumors
It is not an invasion of privacy. The goal is to improve driver safety. The company does have the right legal right to monitor driving in a company vehicle.
(Use privacy curtains for sleeper births.)
Managers cannot toggle in and watch you in real time.
The placement of the camera is not intrusive into the field of vision of the driver. It has been accepted by the FMCSA by granting an exception under 393.60(e).
The intent is not to discipline drivers rather, improve driving behavior.
(Driver Improvement not Discipline and continuous improvement are the goals.) Use a (PIP) “Performance Improvement Strategy”
Coaching versus Discipline
(“Driver Improvement Process”)
Add value by training managers so they deliver coaching that refers to
defensive driving.
Use the PIP (Performance Improvement Process) to improve driver behavior. Remedial training, using Defensive Driving strategies
Observation rides with driver trainers
Focus behavioral management on “Repeated Behaviors”
Make sure “Management Accountability” is built into the process.
Overdue for Coaching
(Timeliness of coaching really counts)
Coaching Effectiveness
(There are two failures, the driver doesn’t try or the coach doesn’t effectively coach…)
Overdue for Download
Adding Value to your
“Case Management Process”
Eliminate the guess work. Previously:
We spent over 80% of our energy reaching agreement on what happened, and less than 20% on preventing re-occurrence.
Now;
we see what happened very quickly, we get closure very quickly and spend most all of our time on preventing re-occurrence.Managed Services (DriveCam):
Provide a professional analysis of the video clip. This means that managers don’t have to and stay focused on coaching the event.
Create a level platform:
By paralleling the “Truck Camera ” process with Defensive Driving education, we eliminate the barrier between the Transportation Supervisor and driver.
Coaching, using defensive driving strategies
Truck Mounted Event Recorder
Continuous Improvement
Video Review
There are two foundations upon which the systematic crash program rest: •Crashes arise from specific causes
•These causes can be identified and eliminated
To Fast For Conditions 11% Distracted 7% Unsafe Maneuver 37% Fatigue 7% Unsafe Condition 14% Deer Strike 24%
Known Causes / 73 Accidents
Unsafe Maneuver Fail to Yield
Unsafe Lane Change Trailer Off tracking Lost Control
Unsafe Condition Tree in roadway
Roadway Condition Improper Coupling
Represents two years of accidents that the camera has recorded
Behavioral Areas
Not Responding
Follow to Close
Clip Review
Fail to Respond
FTR Event104437.dce
FTR & VORAD Event107382.dce
Follow to Close
FTC Event 98116 PTI Rear End .dce
Distraction
Distraction Event103834.dce Distraction Event120521.dce
Event119755 Distraction smoking .dce
Unsafe Maneuver
Event103465 FTO Stop sign .dce Uns Man Event108652.dce
Industry Performance – Improvement Benchmarks
Company-by-Company Comparison on
Scored
Event Frequency
Performance by Risk and 6-Mo Improvement
(size of bubble represents deployment size)
1.08/mo 1.71/mo
Increasing Safe Driving (Score Freq)
Least Improvement Increa si n g I m prove m e n t (per m ont h) Most Improvement Lowest Risk Highest Risk “Safest, Greatest Improvement” 0.76 Events/ Mo / Vehicle +6.25% / Mo improvement Industry Avg. “Riskiest, Least Improvement” 0.44/mo “Riskiest, Greatest Improvement” “Safest, Least Improvement” +15.7% -3.3% +34.7% -22.3% Our Company(Feb’12) +1.55% /Mo and 0.26e/m/v
0.00 /mo
Our Company(Dec’12) -6.35% /Mo and 0.24e/m/v
Scored Event Frequen cy = Scored Events per Month per Vehicle
Company Performance – Improvement Benchmarks
Group-by-Group Comparison on Scored Event Frequency
Performance by Risk and 6-Mo Improvement
(size of bubble represents deployment size)
0.32 /mo
0.49 /mo
Increasing Safe Driving (Score Freq)
Least Improvement In c re a s in g I mp ro v e me n t (p e r mo n th ) Most Improvement Lowest Risk Highest Risk “Safest, Greatest Improvement” 0.24 Events/ Mo / Vehicle -6.35% / Mo improvement “Riskiest, Least Improvement” 0.15 /mo “Riskiest, Greatest Improvement” “Safest, Least Improvement” -2.8% -9.8% +4.2% -16.8% 0.00 /mo Scored Event Frequen cy = Scored Events per Month per Vehicle Short Haul Seasoned Groups Recently Deployed
Overview of Program Performance
Risk Reduction Results
67% improvement in frequency 50% improvement in severity from Feb-Apr’08 to Oct-Dec’12
Historic Performance
Rollout Line Haul Division Complete Rollout Short Haul
52% improvement in frequency 32% improvement in severity from 2008
Focus on Commercial Highway Crashes
FY09 FY10 FY11 FY12 FY13 Period (12) March
Total Cases 339 304 352 336 283 Commercial 258 243 293 288 221 Commercial HWY 170 85 90 76 74 Non-Commercial 81 61 59 48 62 Non-Commercial HWY 49 20 25 16 17 339 304 352 336 283 258 243 293 288 221 170 85 90 76 74 81 61 59 48 62 49 20 25 16 17 0 50 100 150 200 250 300 350 400 Total Cases (vs.) Highway Cases by Class, Commercial Non-Commercial)
Next Steps
Develop coaches book / reference guide
Coaches Use “Defensive Driving” talking points
Develop Non-Smoking Policy (Short Haul Division)
Step up cell phone consequences
Develop distracted driving consequences
Consequences for failing to respond to safety alerts / etc.
Continue to issue policy violations from Corporate Safety
Begin to re-culture how we look and act regarding data,
Day to Day vs. Period End / Closing
With video you get a sense of what is going on now, (“Gut Feel”) Period closing, we tend to classify, group, consolidate…
YOUR FEEDBACK IS
IMPORTANT!
Complete your online session evaluation utilizing any ONE of the following methods:
• Enter in this URL on your web-enabled smart
phone:
http://bit.ly/Safety2013
• Access the survey directly from your Safety
2013 conference app.
• Have a QR code reader app installed on your
smart phone? Scan the Survey Central QR
CODE to be taken directly to the Survey Central site.
• Wait to receive the link by email at the end of
