The telematics industry has made many claims over the years. Perhaps most notably that technology can improve safety and help to improve driver behaviour.

Such claims can raise eyebrows, especially as behavioural improvement usually relies on managers being proactive. This means generating system reports, publishing league tables and identifying training priorities, followed by the necessary training and regular check-ups. All of which is time-consuming and can interrupt day-to-day operations.

It would be a brave fleet manager that ignored the need for driver monitoring and training. A driver’s behaviour behind the wheel is probably the single most important factor regarding their safety. And it’s a significant contributor to the physical integrity of your vehicles, your insurance premiums, as well as repair, maintenance and other ‘off the road’ costs. Not to mention the impact on your brand caused by wayward drivers in company vehicles.

But is there a better way to improve driver behaviour without resorting to resource-intensive managerial control?

At Masternaut, we believe there is.

Improving driver behaviour

We’ve developed the ‘in-cab coach’. It's a small, dashboard-mounted device that provides real-time feedback on speeding, harsh driving events (hard braking or acceleration) and idling. The driver can then use this to practice a safer, smoother, more economical driving style.

It uses ‘Red, Amber, Green’ visual signals as well as an auditory warning (yes, it beeps at you) to alert drivers when they're outside of normal driving parameters.

It was designed on the basis that people are more likely to change their behaviour when they receive immediate feedback. Vehicle-activated roadside speed signs work on the same basis, and the evidence is they have a direct effect. Drivers will moderate their speed significantly, even though they're not being photographed and won't face a penalty.

Does the ‘in-cab coach’ work in practice?

This was a key question behind a white paper, “The impact of immediate feedback on driving behaviour" published by Masternaut in June 2017.

The paper summarises the results of a study of 9,000 light commercial vehicles (LCVs) in commercial fleets. The study compares vehicles with the in-cab coach to vehicles without it, over the course of three months.

Data was compiled on the following driver behaviours:

  • Speeding
  • Harsh driving events
  • Idling

In addition, fuel consumption data was also monitored and analysed.

The results

Overall, the vehicles equipped with the in-cab coach showed a substantially lower rate of speeding events than those without. In fact, the average number of speeding events per 100 miles travelled was 53% less than in LCVs without immediate feedback.

This dramatic difference is a notable change in driver behaviour that undoubtedly leads to significant improvements in safety. At which point, it’s worth remembering that speed is an important element in overall safety levels. In the UK, over 3,000 people lost their lives in road traffic incidents where speed was a factor. Speed is also correlated to injury levels as well as the financial impact of road collisions.

And it has a tangible impact on fuel economy, as fuel efficiency levels drop off dramatically with increasing speed. Therefore, managing speed is important and the impact of immediate in-cab coach feedback should be seen in this context.

Other driving behaviours are also affected:

  • Harsh driving events are lower in vehicles with the in-cab coach, with the number of events recorded per hour down by over 25%
  • Idling times are lower, with equipped LCVs showing idling time as 7.5% of the total driving time, against 9% by those without

Finally, immediate feedback also has an effect on fuel consumption: LCVs with in-cab coaching achieved over 5% in savings.


The study provides clear evidence that immediate feedback to drivers has a major impact on their behaviour. In real terms, this means less speeding, safer and smoother driving, lower idling times, and a significant overall reduction in fuel consumption.

For more information about the study, please click here.

By Helen Potter on Aug 02 2018

Bi-lingual HR Executive with over 18 years experience in multinational companies. A strategic thinking business partner with an international mindset. Extremely hands-on and operational. Experience in both growing and struggling businesses. Strong experience in change management, organisational restructuring, as well as building strong motivated leadership teams. Past experience includes 8 years as an Associate Partner in Mercury Consultants, 8 years in HR with Faiveley, 3 years in HR at Air Liquide, currently at Masternaut.

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