{"id":91196,"date":"2026-05-27T12:46:00","date_gmt":"2026-05-27T12:46:00","guid":{"rendered":"https:\/\/gomotive.com\/?p=91196"},"modified":"2026-05-27T17:05:19","modified_gmt":"2026-05-27T17:05:19","slug":"improve-driver-performance-workforce-management","status":"publish","type":"post","link":"https:\/\/gomotive.com\/en-gb\/blog\/improve-driver-performance-workforce-management\/","title":{"rendered":"Reimagining driver performance with Motive\u2019s Workforce Management."},"content":{"rendered":"\n

Driver performance expectations are higher than ever, but the teams responsible for coaching and recognition are stretched thin. A shrinking labour pool has made recruitment more difficult and intensified competition for qualified drivers, while staff turnover remains a major financial strain. Large organisations routinely report annual driver turnover rates nearing 90%, and the cost of losing a single driver has climbed to roughly \u00a310,000.<\/a> For a fleet of 100 drivers, that adds up to nearly \u00a3900,000 \u2014 putting even more pressure on already tight margins.<\/p>\n\n\n\n

Yet many organisations are still trying to solve these challenges with outdated processes. Managers support dozens of drivers, spending 20 to 30 minutes preparing for and delivering each coaching session \u2014 an approach that doesn\u2019t scale. The result is a narrow focus on the most severe incidents, while broader development, recognition, and culture-building fall behind. And even when coaching does happen, it\u2019s difficult to measure whether it\u2019s actually changing driver behaviour or improving outcomes across the business.<\/p>\n\n\n\n

Motive Workforce Management changes that.<\/h3>\n\n\n\n

Building on the success of AI Coach in the US, we have officially rolled out a localised version for the UK market. AI Coach is the first AI-powered avatar built to deliver personalised driver coaching at scale. Organisations can choose a preset avatar or create a custom version with a familiar face and voice, making every interaction both consistent and personal.<\/p>\n\n\n\n

But improving driver performance isn\u2019t just about coaching.<\/p>\n\n\n\n

That\u2019s why we\u2019re expanding Workforce Management into a comprehensive platform for performance, development, and recognition.<\/p>\n\n\n\n

Embedded directly within the Motive platform, Motive Workforce Management adds new AI Coach enhancements, Driver Rewards, Performance Automations, and the Performance Hub on top of Integrated Training, all in a unified experience. It connects insight to action \u2014 and action to recognition \u2014 so haulage and transport operators can manage the full driver lifecycle in one place.<\/p>\n\n\n\n

This is more than a tool \u2014 it\u2019s a new way to run your driver programme.<\/p>\n\n\n\n

Customise AI Coach to fit your operation <\/strong><\/h2>\n\n\n\n

Every organisation operates differently, but coaching tools are often rigid\u2014making it hard to reflect your policies, priorities, and driver experience. One-size-fits-all coaching limits impact and adoption.<\/p>\n\n\n\n

That\u2019s why we\u2019re continuing to expand AI Coach to give organisations more control over how coaching works in the real world. New AI Coach features enable teams to:<\/p>\n\n\n\n