I’ve always believed that “you get what you inspect.” And when it comes to driver safety, that principle holds more weight than ever. Measuring driver performance through a well-designed driver safety score can influence habits, promote accountability, and create a culture where safety becomes second nature.
A safety score isn’t just about tracking behavior. It’s a tool for identifying trends, correcting unsafe habits, and recognizing progress. When done right, safety scores inspire teams to hold each other accountable and push each other toward shared goals.
Building a safety score with purpose
Before launching our reinvigorated fleet safety program, we had to ask the right question: Which driving behaviors matter most to our organization?
We began our rollout with three key focus areas:
- Hard braking
- Speeding
- Use of hands-free devices
Seat belt compliance was on our roadmap, but we wanted to start with behaviors that posed immediate safety risks. With Motive’s AI-powered platform and AI Dashcams, we ran a trial and established a baseline across the three categories above. From there, AI allowed us to dig into the root causes behind any incident the dash cam alerted to. This allowed us to tailor coaching strategies to individual drivers, with an emphasis on improvement — not punishment.
Transparent scoring, fair coaching
Every week, drivers received a safety score based on real-time dash cam and Vehicle Gateway data. The Motive Safety Score evaluates driver performance over time for an accurate measure of driver risk across 15+ unsafe driving and positive behaviors. Scores were published across the company, creating transparency and a bit of friendly competition. Drivers understood how their score was calculated and the actions that could improve it.
We also empowered drivers through self-coaching tools in the Motive Driver App. Through their smart phones, drivers could coach themselves on their own time, without a manager’s involvement.
If someone earned a low safety score two weeks in a row — or two weeks out of three — they entered a formal coaching program. Depending on the issue, we had clear steps in place for follow-up, including potential disciplinary action. Importantly, drivers knew these policies ahead of time.
The emphasis remained on growth. We weren’t focused on penalties so much as helping people get better.
Adding friendly competition and leadership engagement
To take things a step further, we created a regional competition among teams. Each region was defined and given a clear challenge: The team with the highest safety rating or lowest incident rate would win that quarter.
The reward? Leadership would visit the winning region and host a celebratory lunch — complete with hamburgers, hot dogs, shrimp, and a celebratory atmosphere. We made these visits quarterly. It wasn’t just about recognition — it was about showing up, connecting with the team, and celebrating their hard work.
The recognition created real camaraderie. Drivers weren’t just competing individually. They were pulling for their team. If someone slipped up, teammates would step in privately, offering peer-to-peer coaching to help them improve. Accountability from within was one of the strongest signs that the program was working.
‘Carrots’ over ‘sticks’
I’ve always believed in enticing people with the carrot — not scaring them with the stick. In addition to team competitions, we rolled out a driver incentive program. Every quarter, drivers who hit specific metrics received small bonuses, such as $100 or $150 gift cards. While these weren’t huge rewards, they made a difference. Drivers felt recognized and appreciated, and positive reinforcement led to better performance.
The “stick” was still available if needed, but it was always a last resort. We led with encouragement, not fear, creating a more positive environment.
The results
The transformation was real. Over the course of a year, we watched our average Motive Safety Score rise from the low 80s to a score of 95.
And the numbers tell only part of the story.
What stood out most was how engaged our drivers became. They understood their safety score, knew the metrics, and actively looked for ways to improve. They used self-coaching tools, participated in formal coaching when needed, and worked together to win their quarter. Drivers embraced the program and took ownership of their performance.
Safer roads, stronger teams, and a culture of shared accountability. That’s what a well-run safety score program can create.
