How Perdue Farms Implemented a Video Based Driver Risk Management Program. PRESENTED BY Del Lisk, Frank Cruice and Tommy Pollard

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1 How Perdue Farms Implemented a Video Based Driver Risk Management Program PRESENTED BY Del Lisk, Frank Cruice and Tommy Pollard

2 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 Implementing the solution and lessons learned

3 Background 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

4 Solution Overview

5 Event Review Criteria

6 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 Measure driving improvements through leading indicators

7 Challenges Sr. Management approval Management buy-in Union buy-in Driver acceptance Implementing fleet-wide over broad geographies and diverse business operations

8 Identify Best Drivers

9 Measuring Safety Improvement

10 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

11 Overview about Perdue

12 Why Perdue Explored Vehicle Event Recorders # Rollovers Pre- DriveCam

13 Implementation Ownership

14 Surpassing ROI Expectations

15 Focus on Commercial Highway Crashes Total Cases (vs.) Highway Cases by Class, Commercial and Non - Commercial) FY09 FY10 FY11 FY12 FY13 Period (09) December Total Cases Commercial Commercial HWY Non-Commercial Non-Commercial HWY

16 PAYBACK! Total Rollover 71 - (FY07 - FY12) Total Rollover FY07 FY08 FY09 FY10 FY11 FY12 07 at $850,000 or 23 Truck Loads 12 at $250,000 or 6 Truck Loads

17 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 Finally, recognize success frequently and consistently

18 Vehicle Based Behavioral Safety Vehicle Mounted Video Event Recorder Tommy Pollard CDS, CDT

19 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 Show that the process adds value

20 Pilot Results, Scored Events Trend Coaching & Intervention will influence driver improvement. Rollout Aug 20 th Active intervention with coaching Feb. 08 Coaching / Consequences, change behavior. Management workload decreases as behaviors change. Accident case management time decreases drastically. 37 Cameras, about 50 Drivers

21 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

22 Informing Drivers as to Why Highway Preventable Roll-over & Run Off Road Total cases = 50 Total Minimum Value = $634, Action: Included Vehicle & Driver Attributes. Use of Drive Cam to Manage Driver Behavior & Risky Actions (Inattention) Vehicle Speed Settings and Automatic Retardation Use of Drop-deck Trailers,(reduce the Center of Gravity)

23 Show it s current with today s technologies What types of technology do you already use? * 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.

24 Set Goals & Expectations 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

25 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 Failing to respond, to changing traffic conditions / situations

26 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 (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 Respect and enforce current policies, (seatbelt / cell phone, etc.)

27 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 (Making sure that the equipment remains working)

28 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 Coaches and drivers now use the common language of DDC.

29 Truck Mounted Event Recorder Continuous Improvement

30 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 Known Causes / 73 Accidents Behavioral Areas Not Responding Follow to Close Distracted Driving Unsafe Condition 14% Deer Strike 24% Fatigue 7% To Fast For Conditions 11% Distracted 7% Unsafe Maneuver 37% 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

31 Fail to Respond FTR Event dce FTR & VORAD Event dce Clip Review Follow to Close FTC Event PTI Rear End.dce Distraction Distraction Event dce Distraction Event dce Event Distraction smoking.dce Unsafe Maneuver Event FTO Stop sign.dce Uns Man Event dce

32 Industry Performance Improvement Benchmarks Company-by-Company Comparison on Scored Event Frequency Most Improvement +6.25% / Mo improvement Least Improvement Increasing Improvement (per month) Performance by Risk and 6-Mo Improvement (size of bubble represents deployment size) Riskiest, Greatest Improvement Industry Avg. 1.71/mo 1.08/mo Riskiest, Least Improvement Increasing Safe Driving (Score Freq) Highest Risk +34.7% +15.7% -3.3% -22.3% 0.76 Events/ Mo / Vehicle 0.44/mo Lowest Risk Safest, Greatest Improvement 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 Safest, Least Improvement Scored Event Frequen cy = Scored Events per Month per Vehicle

33 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) Most Improvement -6.35% / Mo improvement Least Improvement Increasing Improvement (per month) 0.49 /mo Riskiest, Least Improvement Riskiest, Greatest Improvement Recently Deployed Line Haul Group Highest Risk 0.32 /mo +4.2% Increasing Safe Driving (Score Freq) 0.24 Events/ Mo / Vehicle -2.8% -16.8% 0.15 /mo -9.8% Lowest Risk Safest, Greatest Improvement Short Haul Seasoned Groups 0.00 /mo Safest, Least Improvement Scored Event Frequen cy = Scored Events per Month per Vehicle

34 Overview of Program Performance Risk Reduction Results Historic Performance 67% improvement in frequency 50% improvement in severity from Feb-Apr 08 to Oct-Dec 12 52% improvement in frequency 32% improvement in severity from 2008 through 2011 Complete Rollout Short Haul Rollout Line Haul Division

35 Focus on Commercial Highway Crashes 400 Total Cases (vs.) Highway Cases by Class, Commercial Non- Commercial) FY09 FY10 FY11 FY12 FY13 Period (12) March Total Cases Commercial Commercial HWY Non-Commercial Non-Commercial HWY

36 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 Develop Non commercial implementation plan

37 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: 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 at the end of each day

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