Telematics and the Hawthorne Effect

Telematics and the Hawthorne Effect

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By, Dawn Kreager, Global Logistics Operations Manager

Telematics is a generic term to describe a wireless device to transmit data in real time back to an organization. Oftentimes, the information contained in the telematics device is only retrieved when a crash happens or when a service failure occurs. When these instances occur, the telematics device will relay the specifics leading up to the event: speed of vehicle, hard breaking, time of day, etc. In these instances, the telematics in vehicles act as a “black box” similar to those on an aircraft – no real intelligence on behavior until it’s too late.

Now, there is a better option with telematics: real-time data that tracks driver behavior in order to prevent a crash and to improve driver discipline. Vantage Agora has partnered with Mover’s Choice powered by OX Zion and Greenlight to bring the logistics industry the broadest and most cost-effective telematics solution available. After-the-fact telematics solution providers offer little value to identify poor quality drivers, avoid costly claims, and injury.

By matching up Mover’s Choice powered by OX Zion and Greenlight, fleet operators will be able to have real-time data before an incident happens to affect behavior and manage risk. Major insurance carriers are offering insurance discounts for fleet operators that implement Greenlight telematics.

The Hawthorne Effect states subjects in behavioral studies change their performance in response to being observed. Greenlight’s operating system requires a mobile phone to be cradled on the dashboard to record all the actions taking place while the vehicle is in use: driving, breaking, parked, turns, etc. Because the Greenlight telematics device is in plain view the drivers tend to modify their driving behavior.

Greenlight has tracked the decrease in poor driving and therefore, fewer instances of crashes, claims, and bad behavior. The impact is as follows:

Because of the change in driver behavior and the significant decrease in driver incidents, major insurance companies are passing the savings on to the fleet operators. Call 216.816.9900 or email us to see how you can implement real-time telematics to reduce your insurance costs and improve your drivers’ behavior.

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