Companies from almost every industry are introducing elements of gamification into the workplace.
It’s often associated with – and regarded as highly successful in – industries like weight loss and fitness (think Weight Watchers and Fitbit) and has proven successful as a recruitment tool, the most well-known example probably being the US Army’s recruitment game released back in 2002.
Other industries are benefiting from gamification too. IT and networking company CISCO, for example, introduced gamification techniques to its social media training program, encouraging employees to build their social media skillset by “playing” at increasing levels to achieve the recognition of “Specialist”, “Strategic” or “Master”.
So how is gamification of relevance to the fleet and driver safety industry? It’s highly relevant for plenty of reasons, and many companies have already caught onto this. Here are key ways that gaming elements are helping fleet, safety and risk managers to increase the effectiveness of their driver safety programs.
It engages drivers
Research by the Institute for Employment Studies reveals many benefits of having an engaged workforce, including greater investment in the organization, better staff retention, improved efficiency, greater wellbeing and even an enhanced bottom-line profit.
When it comes to a driver safety program, as part of a wider safety culture, employee engagement at all levels is essential. By engaging employees you’re encourage “buy-in” of your mission, you’re securing their support and you’re motivating them to achieve your organization’s goals.
It encourages friendly competition
The addictive nature of video games is no secret, and the same elements apply in corporate gamification. Introducing gaming features into driver safety programs can encourage drivers to keep coming back for more. They want to beat yesterday’s or last week’s score. And if they’re able to compare those scores with those of their co-workers, they’re even more likely to bring out that competitive streak.
It has a lasting impact on driver safety
Game-based driver training modules that focus on one risk factor per module can help to address individual risk exposures and improve attitudes and behaviors, one trip at a time. That’s because shorter bursts of learning over a longer period of time can deliver a “richer, more lasting learning experience”, according to a report by Harvard Business School.
It fits with busy schedules
Gamification-based driver coaching that is delivered directly to drivers’ phones or tablets can be taken – or “played” – at any time, the same way as a video game can. This means that, rather than taking valuable time away from other work, drivers are able to take their training at any time, for example while waiting for a client or between meetings. This fits into the busy schedule of the “modern learner” who has 1% of a typical work week to focus on training and development.
It boosts driver morale
When gamification plays a role in a driver safety program it can help to boost driver confidence by enabling the driver to view and monitor their own progress; similar to the progress that a person might make using Fitbit, for example. And because people naturally respond to positive enforcement, gamification gives drivers the praise they need to encourage them to repeat the same behavior. A previously mundane task can suddenly become very interesting to drivers!
eDriving’s smartphone driver safety solution, MentorSM by eDriving, helps organizations reduce driver risk by combining eDriving’s proven, patented “closed-loop” approach with the very best gamification features.
