How Perdue Farms Implemented a Video Based Driver Risk Management Program PRESENTED BY Del Lisk, Frank Cruice and Tommy Pollard
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
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
Solution Overview
Event Review Criteria
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
Challenges Sr. Management approval Management buy-in Union buy-in Driver acceptance Implementing fleet-wide over broad geographies and diverse business operations
Identify Best Drivers
Measuring Safety Improvement
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 Frank.cruice@perdue.com
Overview about Perdue
Why Perdue Explored Vehicle Event Recorders # Rollovers Pre- DriveCam
Implementation Ownership
Surpassing ROI Expectations
Focus on Commercial Highway Crashes Total Cases (vs.) Highway Cases by Class, Commercial and Non - Commercial) 400 350 300 250 200 150 100 50 0 339 258 170 81 304 243 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 17 352 85 90 336 293 288 76 227 172 61 59 48 55 49 20 25 16 17 58
PAYBACK! Total Rollover 71 - (FY07 - FY12) Total Rollover 17 16 11 12 10 5 FY07 FY08 FY09 FY10 FY11 FY12 07 at $850,000 or 23 Truck Loads 12 at $250,000 or 6 Truck Loads
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
Vehicle Based Behavioral Safety Vehicle Mounted Video Event Recorder Tommy Pollard CDS, CDT
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
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
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 Roll-over & Run Off Road Total cases = 50 Total Minimum Value = $634,908.18 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)
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.
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
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
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 Respect and enforce current policies, (seatbelt / cell phone, etc.)
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)
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.
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 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
Fail to Respond FTR Event104437.dce FTR & VORAD Event107382.dce Clip Review 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 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
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
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
Focus on Commercial Highway Crashes 400 Total Cases (vs.) Highway Cases by Class, Commercial Non- Commercial) 350 300 250 200 339 258 304 243 352 336 293 288 283 221 150 170 100 50 0 81 49 85 90 76 74 61 59 62 48 20 25 16 17 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
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
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