Improved communication vital in overcoming driver objections to fleet technology

Research carried out by Emedia on 460 UK businesses operating vehicle fleets for TomTom suggests that almost half of UK businesses face resistance from drivers when attempting to introduce new technology to their vehicle fleet. The most frequent complaint made by drivers is that technology represents ‘big brother’, cited by 43 per cent of businesses as their staff’s primary concern.
August 22, 2012 Read time: 2 mins
Research carried out by 6427 Emedia on 460 UK businesses operating vehicle fleets for 1692 TomTom suggests that almost half of UK businesses face resistance from drivers when attempting to introduce new technology to their vehicle fleet.

The most frequent complaint made by drivers is that technology represents ‘big brother’, cited by 43 per cent of businesses as their staff’s primary concern.

Other common problems included trouble adapting to a change in systems (21 per cent) and a lack of clarity surrounding the benefits offered by new technology (18 per cent).

TomTom believes these perceptions could be overcome by better communication between managers and employees but 58 per cent of those questioned admitted they do not conduct a formal consultation when changing business systems.

“In order to profit from the significant gains in efficiency and productivity offered by fleet management technology, businesses must properly manage change by involving drivers throughout the implementation process,” said Giles Margerison, TomTom business solutions director UK & Ireland.

“It is surprising to discover so few businesses conduct formal consultations as a matter of course, especially as they can be vital in addressing concerns and communicating the benefits available to management and staff alike.”

Margerison cites 6428 Zenith Hygiene Systems as an example of the correct approach. The company has been able to achieve yearly fuel savings of US$344,000 by gaining employee buy-in for an innovative scheme designed to improve driving style using a fleet management system.

For more information on companies in this article

Related Content

  • IAM welcomes consultation on strict penalties for mobile use at wheel
    January 27, 2016
    The Institute of Advanced Motorists (IAM) has welcomed the Department for Transport’s (DfT) public consultation on stricter penalties for using a hand-held mobile phone whilst driving. The DfT is looking for feedback on proposals for increasing the fixed penalty notice level from £100 to £150 for all drivers. It also invites views on increasing the penalty points from three to four points for non-HGV drivers, and three to six points for those that hold a heavy goods vehicle (HGV) licence and commit t
    Read More
  • Lack of communication jeopardises road weather information
    February 3, 2012
    A lack of communications means that the case for more widespread use of road weather information systems is still not happening, says Vaisala's Jon Tarleton. More effective exchanges up and down the political scale are needed, he adds
    Read More
  • Transport agencies need driver-centric strategies, says Optibus
    March 6, 2025
    New report suggests safety concerns are also paramount
    Read More
  • FTA calls for greater reliability on road network following improvements at Dartford
    October 14, 2015
    Drivers using the Dartford Crossing at peak times are saving around an hour and a half every week thanks to Dart Charge, according to Highways England. New figures released by Highways England show that journeys over the Dartford Crossing, which cost £62million (US$95 million) to convert to free-flow tolling, are up to 56 per cent faster than before payment barriers were removed. Drivers at peak times save up to 14 minutes southbound and seven minutes northbound.
    Read More

Highlighted Content