As telematics adoption becomes standard across trucking fleets, operators have access to more safety data than ever. However, new survey data from Northland, a division of Travelers specializing in commercial trucking insurance, suggests many fleets are struggling to turn that data into meaningful safety improvements.

The survey of 300 risk managers at small- and mid-sized fleets found that while most respondents feel confident using telematics data to improve safety, many still face challenges translating insights into actionable coaching and operational changes.

Nearly half of mid-sized fleets (49%) and 43% of small fleets said they have difficulty converting telematics insights into effective coaching or measurable safety improvements.

Data Overload and Driver Trust Remain Challenges

According to the survey, data overload is one of the largest barriers to effective safety management. Forty-five percent of small fleets and 42% of mid-sized fleets said they have too much data without enough clarity on how to use it effectively.

The findings also highlighted ongoing concerns around driver trust and buy-in. While more than 95% of respondents said drivers are generally open to safety initiatives, nearly half of fleet managers reported hesitation among drivers to trust telematics data.

Northland’s guide emphasized that driver engagement is critical to successful safety programs and noted that in-person training remains one of the most effective tools for improving safety culture. Forty-three percent of respondents identified in-person training as highly effective.

Incentives Viewed as More Effective Than Penalties

The survey found that recognition and incentive programs are viewed as more effective than disciplinary measures for improving driver behavior.

Sixty-one percent of small fleets said recognition programs are among the most effective ways to build a stronger safety culture, while only 38% said penalties or disciplinary action effectively motivate safer driving behavior.

Additional findings from the guide showed:

• 51% of respondents said speeding has the biggest impact on safety outcomes.
• 44% said they struggle with having too much telematics data and not enough clarity.
• 46% reported difficulty turning safety data into actionable coaching.
• 53% said financial incentives are effective for motivating safe driving behaviors.

Technology Alone Is Not Enough

Northland’s guide stressed that telematics and advanced driver assistance technologies should support — not replace — driver coaching and accountability. The report recommends fleets focus on a smaller number of meaningful behaviors, including speeding, hard braking, and following distance, rather than trying to monitor every available metric.

The guide also encourages fleets to shift from reactive reporting to proactive coaching by using telematics data to reinforce positive habits and improve communication between managers and drivers.

“Data alone doesn’t improve safety,” the guide states. “Acting on what the insights reveal is what drives lasting change.”