Minimising Driver Distraction Risks and Safeguarding Business
Driver distraction is a significant concern for businesses in Ireland that rely on cars or vans for their operations. The risks associated with distracted driving not only pose a threat to the safety of employees and other road users but also result in substantial financial losses for businesses. Implementing effective measures to minimise driver distraction is crucial for companies to protect their workforce and mitigate potential losses. In this article, we will explore the risks of driver distraction for businesses in Ireland and discuss steps you can take to prevent loss and harm.
The key risks
Safety Concerns: Distracted driving increases the likelihood of incidents, endangering the lives of drivers, passengers, and pedestrians. According to the Road Safety Authority (RSA) in Ireland, driver distraction is a contributing factor in 20-30% of fatal and serious injury crashes.
Legal Implications: Businesses can face legal consequences if their employees are involved in accidents caused by distracted driving. Employers have a duty of care to ensure their employees are not engaging in activities that may divert their attention from the road.
Financial Losses: Collisions resulting from driver distraction can lead to increased insurance premiums, vehicle repair costs, medical expenses, and legal fees. Furthermore, if a company vehicle is involved in an accident, it may lead to operational disruptions and loss of productivity.
How to minimise these risks
Policy Development: Businesses should establish clear policies that prohibit distracted driving. These policies should outline expectations, consequences for non-compliance and provide guidelines on acceptable phone usage, eating, and other potential distractions.
Employee Education: Conduct targeted training sessions to educate employees on the risks of multi-tasking, distracted driving and promote safe driving habits. Training should cover the importance of staying focused, using hands-free devices when necessary and avoiding activities that divert attention from the road.
Technological Solutions: Implementing technology solutions can help minimise driver distractions. For instance, companies can consider installing telematics that provide real-time location updates, which eliminate the need for drivers to use handheld devices for navigation..
Mobile Device Management: Enforce strict mobile device management policies and consider a complete ban on using mobile phones while driving – i.e. a “‘no mobiles while mobile’ rule.
Monitoring and Feedback: Regularly monitor driving behaviour and provide feedback to employees. This can be achieved through telematics systems that track various aspects of driving, such as speed, sudden braking, aggressive manoeuvres and even screentime. Feedback can help drivers understand their weaknesses and improve their focus.
Lead by Example: Businesses should promote a culture of responsible driving by ensuring management and senior staff adhere to distraction-free driving practices. When leaders prioritise safe driving, it encourages employees to do the same.
Conclusion
Driver distraction poses significant risks to businesses operating cars or vans in Ireland. By recognising the dangers associated with distracted driving and implementing comprehensive measures, companies can safeguard their employees and minimise financial losses.
As Driving for Better Business recently advised: “simply put: the human brain doesn’t multi-task. If you are doing something else, you aren’t driving”.
Sources:
DriverFocus - Distracted Driving What Businesses Can Do (April 2021)
Driving for Better Business - Fleet Focus - Distraction (June 2023)
Road Safety Authority - Mobile phones and distractions
Services:
ALLY Eco - mobile telematics with screentime metrics
Samsara - AI-powered dashcam telematics with distraction detection
In-person training - toolbox talks and guidance for staff who drive at work