Dash cameras are great at capturing risky moments on the road, but the real power lies in what happens after the footage rolls.
“A well-structured coaching workflow transforms dash cam events into meaningful behavior change, reducing risk and building a culture of safety,” says Tom Bray, senior industry business advisor at J. J. Keller & Associates, Inc..
That transformation isn’t hypothetical. A 2019 Virginia Tech Transportation Institute study found that carriers using video-based coaching saw major improvements. One group reported a 49% average drop in DOT crash rates, while others saw double-digit improvements in their CSA BASIC scores for unsafe driving and crash indicators.
So, how do carriers move from alert to actual improvement? Here’s how fleets can make the most of dash cam data—without turning the process into a recordkeeping spiral.
Step 1: Start with smart detection
Good coaching starts with the right tools. Modern dash cams do more than just record—they flag incidents like speeding, hard braking, rolling stops and tailgating. The best systems use AI to tag what happened and why, then serve up short video clips to help managers assess what’s really going on.
A strong dash cam system includes road- and driver-facing views, real-time alerts and tools designed with coaching in mind.
Step 2: Decide what deserves attention
Not every alert needs immediate follow-up. Focus on the moments that signal serious risk, like texting while driving or blowing through a construction zone. Look for patterns: Is this a one-off or part of a bigger issue?
Here’s a sample list based on FMCSA disqualification criteria, crash prediction research and CSA severity weights:
High priority (immediate action required)
- Use or possession of drugs/alcohol in a CMV
- Leaving the scene of an accident
- Texting while driving
- Reckless driving
- Speeding 15+ mph over the limit
- Failure to wear a seatbelt
Medium priority (coaching required)
- Following too close
- Failure to yield right of way
- Improper lane change
- Failure to obey traffic control devices
- Speeding in a construction zone
Low priority (monitor or coach as needed)
- Rolling stops on private property
- Occasional and minor lane drift
- Incomplete signaling
A tiered approach can help prioritize what gets coached right away versus what gets monitored over time. The key is making sure the response matches the severity of the behavior.
Step 3: Make coaching a conversation
Coaching is where the change happens. It should be timely, specific and collaborative. This isn’t about scolding, it’s about building safer habits together.
Start by watching the clip with the driver. Talk about the risk the behavior poses, then work together to find a better approach for next time. Keep the tone constructive: “What could you do differently?” works better than “Don’t ever do this again.”
Step 4: Assign targeted training when needed
If a behavior needs more than a quick conversation, it’s time for corrective action training (CAT). That might mean assigning a short, focused course—like one on following distance for drivers who tailgate or a refresher on attention management for those caught distracted.
These modules aren’t just check-the-box exercises, they’re targeted tools to help drivers get back on track.
“By focusing on CAT for improvement, carriers can reduce accidents, eliminate down time and foster a culture of continuous improvement,” Bray said.
The key to effective corrective action training is keeping the modules short, focused and relevant to the behavior, ensuring the main message doesn’t get overlooked.
Step 5: Follow up
One conversation doesn’t fix a pattern. After coaching or training, carriers should circle back. This means reviewing new dash cam clips, scheduling a check ride or simply monitoring performance over time. Managers should let the driver know they are keeping an eye out. Accountability reinforces improvement.
Step 6: Document the whole process
Coaching only counts if there’s a record. If something goes wrong down the line and there’s no documentation, it can look like the company ignored red flags.
“If there are events in your system, but no records indicating that you counselled, coached and corrected the drivers involved, it appears that you are aware of — or should have been aware of — drivers that were underperforming, but took no action,” Bray said. “This could become an issue should a driver be involved in a serious crash that can be tied back to the behaviors that were evident in the events that you didn’t act upon.”
To protect everyone involved, a good dash camera program should set a sunset date for each record. That way, old events don’t haunt drivers and carriers indefinitely.
Step 7: Celebrate the wins
This step often gets overlooked, but it matters. Carriers should recognize driver improvement. A quick shoutout when a driver handles a tough situation well can go a long way. Positive feedback helps shift the dash cam program from a punishment tool to a partnership for safety.
The bottom line
Dash cam alerts are just the beginning. With the right workflow in place, fleets can turn video events into lasting improvements—on the road, in driver habits and across the entire company culture. It’s not just about catching mistakes. It’s about building better drivers, safer fleets and stronger operations.
The post From event to improvement: 7 steps for turning dash cam alerts into driver coaching appeared first on FreightWaves.
