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Most businesses measure performance by targets. As well as the obvious profit targets there are sales volume targets, client response targets, customer satisfaction targets, prospect meeting targets.... the list goes on.
Targets are very important as not only can a company measure performance, but they are a very useful tool to motivate staff. The problem is sometimes people get so wrapped up in meeting targets that they forget about all their other responsibilities. I have lost count of the number of companies I have visited, which focus on getting their goods or engineer out and at the customer's premises on time, to the detriment of the thing that should really matter - safety.
Managers are so focused on meeting their targets that the drivers also become obsessed with meeting the same targets and are prepared to risk their life and driving licence, just so the customer has their goods or service delivered on time. But how important is it to the customer that they have their delivery at any particular time? I believe when they sit down and think about it, is time that important, because the answer will often be no!
So, what could companies do to ensure the most important target (i.e. personal safety) is met?
The answer is actually quite involved:
. Firstly they should inform all staff that the priority has to be safe driving, because you have to arrive safely to deliver the goods or service. As this is likely to be a complete culture change in most companies, the message has to be consistent and given 100% compliance by all managers.
. Secondly, most companies ask the customer for a time slot when they would like their goods or service, then two things normally happen (a) managers try to cram as much in the driver's schedule, so all customers are happy and (b) the customer takes it as a guarantee that they will get their goods or service at that time. If companies asked if any time slots would not be suitable and informed the customer that they would telephone during the day with an estimated time of arrival, most customers would accept it, especially if the company told them that they no longer guarantee times on grounds of safety.
I know what you are thinking. Customers don't care about road safety, they just want their goods or service on time! Well if that was the case, why was there such support for lowering the drink drive limit and uproar at speed cameras being switched off? Most people do care about road safety.
Why not start with saying to your customers that they remain the priority, but as a company we believe we cannot give you that priority without caring about road safety, after all nobody would thank you for delivering their goods/services if they heard in the local paper that the person delivering them was involved in a crash which injured or killed one of their neighbours. How much new business could you win by demonstrating that road safety and eco driving comes as standard with every delivery. Much more than the amount of business lost because you are a few minutes late! After all, have you ever lost a business deal because you were held up in traffic and were late for a meeting?
We may need to start changing the culture in companies alongside a public education push on safe driving. Will the government help us with this? That's a whole other debate!
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