For companies that rely on fleets of vehicles to deliver goods, transport equipment or provide services, distracted driving is a risk that can pose an existential threat to the company.
Collisions resulting from inattentive driving can lead to serious injuries, costly vehicle damage and insurance rate hikes or cancellations. Most fleets are comprised of vehicles that are significantly larger than most passenger vehicles, and when they are in accidents, they can cause significant property damage and injuries.
The scope and types of distractions
Distracted driving contributed to 3,275 deaths in 2023, according to the National Highway Traffic Safety Administration. While mobile phone use is often the most cited culprit, distractions come in many forms and are typically categorized into three types:
- Manual distractions — Activities that take a driver’s hands off the wheel, such as eating, adjusting controls or reaching for objects.
- Visual distractions — Taking one’s eyes off the road, such as checking a GPS screen or looking at a phone.
- Cognitive distractions — Anything that pulls mental focus away from driving, including fatigue, conversations or emotional stress.
Fleet drivers face unique risks as they often spend long hours on the road, operate under tight schedules and interact with in-cab technology — all of which can increase exposure to distraction.
Insurance and liability risks
A single distracted driving incident can carry far-reaching implications. For businesses with commercial auto insurance, collisions caused by distraction can result in:
- Higher premiums after claims are filed.
- Increased scrutiny or loss of coverage from insurers.
- Legal liability, including lawsuits and settlements.
- Downtime and repair costs for vehicles.
- Reputational harm, especially in service-driven industries.
Insurance carriers are particularly wary of distracted driving trends. Companies with multiple incidents may find it difficult to renew policies or face steep rate hikes. That’s why taking preventive steps is a smart way to safeguard both coverage and financial health.
What fleet managers can do
To reduce the risk of distraction-related incidents, fleet operators should implement a layered approach that combines technology, training and culture. Here are some key strategies:
Establish and enforce a distracted driving policy — Every fleet should have a clear, written policy that prohibits manual phone use and limits other in-cab distractions. This policy should outline acceptable behaviors, consequences for violations and the procedures for reporting incidents. Importantly, leadership must model this behavior and ensure the rules are consistently enforced.
Educate drivers regularly — Driver training should go beyond onboarding. Schedule mandatory safety refreshers, include real-world case studies and highlight new technology or trends contributing to distraction. Emphasize the consequences of distracted driving, both personally and professionally.
Invest in telematics and monitoring — Modern telematics systems allow fleet managers to monitor driver behavior, flagging actions such as hard braking, erratic lane changes or extended screen time. Some systems offer in-cab alerts or coaching tools to help drivers self-correct in real time.
Use hands-free tools wisely — Voice-activated controls and Bluetooth devices can reduce the need for physical interaction, but they don’t eliminate risk. Even hands-free calls can be cognitively distracting. Encourage drivers to keep communication brief and never make calls while driving unless necessary.
Schedule wisely to reduce fatigue — Driver fatigue is a major contributor to cognitive distraction. Make sure schedules allow for adequate rest, limit overtime driving and rotate assignments when possible. Encourage drivers to take breaks and report fatigue honestly.
Incentivize safe behavior — Recognize and reward drivers who demonstrate safe, distraction-free driving habits. Safety incentive programs can help reinforce good behavior and build a culture where attentiveness is the norm.
Measure success — Tracking and measuring distracted driving incidents can help refine your program. Look at metrics such as the frequency of risky events flagged by telematics, crash rates and insurance claims. Use that data to make informed adjustments, whether it’s tweaking driver schedules, updating training materials or revisiting enforcement practices.
The takeaway
By prioritizing safety through clear policies, proactive monitoring and ongoing education, companies can:
- Reduce the likelihood of costly accidents.
- Lower their commercial auto insurance premiums or preserve access to coverage.
- Protect their drivers, the public and their reputation.
Proactive fleet management can make the difference in reining in distracted driving and protecting your company’s bottom line and ongoing viability.
