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Drive for the Prize

Carriers Introduce 'Gamification' to Reduce Driver Turnover


Chad Purling

This story appears in the February 6 print edition of iTECH, a supplement to Transport Topics.

As the trucking industry continues to grapple with high driver turnover, some carriers are turning to performance-based rewards and technology-enabled “gamification” programs to increase driver retention and boost engagement.

Encouraging friendly competition also enhances safety and improves the bottom line, fleets and technology providers said.

On Jan. 1, refrigerated carrier C.R. England Inc. rolled out a gamification program that awards points to drivers monthly for safety, fuel efficiency, on-time performance and total drive hours. Drivers also can earn additional points for completing online training or selection as driver of the quarter or the year.

BEST OF FEBRUARY iTECH: More stories, columns

“There is a leaderboard, and drivers can see how they rank against their peers in their fleet and across the company,” said Mitch England, vice president of driver relations for the Salt Lake City-based carrier. “The beauty for the drivers is to be able to see an objective measurement of their performance. We hope it will be fun, too.”

Drivers can redeem points in an online store for products as they progress through different status levels.

“We patterned it after Delta SkyMiles,” England said. “As drivers earn points, they can reach bronze, gold and platinum. They’ll be recognized and given a hat and a pin.”

C.R. England ranks No. 23 on the Transport Topics Top 100 list of the largest for-hire carriers in the United States and Canada.

Receiving recognition for a job well done “ties into our human need for positive affirmation,” said Tim Hindes, CEO at Stay Metrics, which offers rewards and a recognition platform focused on driver retention.

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By Mindy Long
Contributing Writer


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