Annual turnover of over the road truckload drivers is currently in the range of 95 percent. The cost of replacing a driver is approximately $8000. This high turnover ratio came during a year in which truck drivers in many fleets received multiple and significant bonuses and pay increases. This begs the question of how well many trucking companies truly understand the needs and requirements of truck drivers.
I recently had the privilege of hearing a presentation from Max Farrell and Andrew Kirpilani, Co-Founders of WorkHound (www.workhound.com). Workhound is a real-time feedback platform for frontline workers. Trucking companies that subscribe to the service request their drivers to submit feedback, praise, problems, and ideas through their smartphones. Workhound distills the data daily into actionable, ready-to-use insights that help manage and retain drivers. Drivers feel empowered, knowing that their feedback is acknowledged; the subscriber that listens to and acts on the feedback receives the bottom-line benefit of a happier, motivated team.
What makes Workhound’s approach different from other standard marketing research tools? The answer is that drivers that provide their feedback to Workhound are not limited to responding to a highly structured questionnaire that has built-in biases and specific agendas. Rather, drivers are prompted weekly to share their experiences, any experiences and observations, good or bad. They are free to write about any aspect of their jobs. The link to share their feedback is open 24/7 and the driver can use his or her smartphone to enter their insights. Eighty-seven percent of the drivers in the data base use a smartphone. Workhound continuously monitors the feedback and sorts them into twelve themes.
Companies that receive this feedback are encouraged to respond individually or collectively to the problems that are raised. Workhound’s trucking company customers have 60+ trucks in their fleets. They have a mix of tanker, reefer, dry van, flatbed, and expedited trailers. The data base consists of 77% Company Drivers and 23% Owner Operators.
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