Driver surveys get to the heart of the customer loyalty crisis

The United States experienced a record shortage of 80,000 truck drivers last year, according to the American Trucking Associations. While this shortage has inspired many airlines to up their recruitment game, the data suggests that turning their attention to employee retention could prove even more fruitful.

Carriers often experience turnover rates in excess of 90%. To counter this startling statistic, truckers need to know why drivers are leaving the company. The best way to find out is to ask her.

Tenstreet has made a name for itself in the recruiting and retention sector. The company offers truckers a full suite of driver engagement tools, including quick, easy, and accessible surveys. Although surveys may seem simple in theory, this tool made a world of difference for Meiborg Brothers recruiter Shawn Broach.

“It gave us a chance to feel the drivers and make them feel like they have a voice,” Broach said. “I’ve been a driver for 20 years, so I know how important that is. Drivers often feel that they are not being heard or that their opinion does not matter.”

When drivers decide to leave carriers, it’s often because too many “small” issues have remained unresolved over time. Providing drivers with an easy way to communicate small frustrations — and then address them — is an essential part of creating a supportive environment and fostering employee retention.

“Usually when I have a driver, I can look back and see the warning signs that I previously missed,” Broach said. “The more we can automate, the more effectively we can engage with our drivers and ensure they are heard before they quit.”

However, just sending surveys is not enough. As the trucking industry has become more tech-savvy, many companies have begun to place an emphasis on data collection. Having driver data doesn’t mean much if it gets trapped in an overlooked spreadsheet. In fact, asking questions and then not acting on the answers can be worse for the driver’s morale than not asking at all.

Broach has followed up on the data collected from the Tenstreet surveys and engaged with drivers to reassure them that their concerns are acknowledged.

“Those issues are missed without the surveys because drivers don’t stay long enough to bring issues up to management,” Broach said. “The surveys allow the driver to get rid of the problems that are building up.”

The company has already made small changes as a direct result of rider feedback, including adding portable toilets to its drop lots.

Tenstreet Driver Surveys feature a standardized list of questions and answers, making it easy for truckers to collect data and track trends over time. This can be done for individual drivers as well as for the entire fleet, allowing hauliers to locate specific employees who may need more assistance.

Ultimately, hiring and retaining employees in any industry is a complex, human-centric process. By automating the most repetitive parts, managers can spend more time and energy focusing on the people themselves, leading to better outcomes for everyone involved.

Click here to learn more about Tenstreet retention tools.

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