What problem did you address/are you addressing?
One of the most exciting aspects of telematics is that monitoring driver behaviour means that risk can be identified. According to insurance data, drivers with telematics scores in the bottom 20% have a significantly increased risk of being involved in a crash. This provides an opportunity to intervene before a crash happens and implement a behavioural change programme. FloowCoach was designed to improve scores by coaching drivers on making safer speed choices and driving more smoothly. Braking too late and travelling too fast for the road conditions are responsible for 23% of all fatal crashes. So at the most basic level, FloowCoach was designed to help reduce the number of deaths on the roads and reduce road accidents.The Floow is recognised as a world-leading provider of analytical insights with the convergence of mobile technologies, big data mining and driver psychology for predicting insurance claims worldwide. Their server uses a proprietary database to collate, smooth and process GPS data every second throughout every journey. Working with major insurers, state of the art technology and algorithms are used to capture and process data from many sources. The scores generated by these algorithms are used within FloowCoach to provide feedback, education and coaching on how to be a safer driver.FloowCoach was designed by a world leading academic in driver behaviour, Dr Lisa Dorn, Associate Professor at Cranfield University. Psychologists and coaches were then recruited and trained to implement the programme and FloowCoach was launched in October 2015. FloowCoach develops safer behaviours through the use of behavioural change techniques through the deployment of a number of telephone coaching sessions over a 12-week programme. During the coaching sessions, a series of goals are agreed and progress against these goals are discussed alongside support and encouragement. Follow up contact after three months serves to ‘nudge’ drivers towards maintaining their improved scores. By working closely with Direct Line Group since launching the FloowCoach programme, we have managed to help over 70% of coaching participants to improve their score and driver risk profile.
What are your objectives?
To improve scores by developing the strategies for behaviour change via telephone coaching
To coach self-reflection skills amongst high risk drivers to identify triggers for unsafe driving
To reduce insurance claims by motivating drivers to drive safely via educational and psychological methods
Help Direct Line Group's policyholders understand and engage with their driving behaviour
Improve customer loyalty to the DLG brand, through great customer experience
Support Direct Line Group’s CSR agenda aligning to young driver safety and saving lives
Describe the characteristics of your target audience
When we created FloowCoach, we knew that it would be of particular benefit to young drivers, those drivers who regularly face points or bans, or those who cause danger when they are on the road through behaviours like excessive speed and harsh braking. As FloowCoach works through behavioural conditioning based on driver behaviour data, we knew that it would provide an extra layer to our scoring platform which would allow drivers to understand and engage with their behaviour behind the wheel.By working with Direct Line Group to add this programme into the telematics propositions they have in place with us, it allowed us to work with them to find suitable candidates for FloowCoach programme based on their scores. For all telematics-based policy holders, there is a subset of drivers at relatively high risk as measured by their scores. Direct Line Group (DLG) wanted to actively engage with these drivers and asked The Floow to establish an independent contact centre of trained psychologists to coach the bottom 10% of drivers. Over the last three years, the people we have been enrolled into FloowCoach have been a mixture of young and more experienced drivers. For some, their inexperience behind the wheel has led to low scores whereas for others, ingrained bad driving habits or the use of onboard technology which can be a distraction and allow some drivers to become complacent. All these behaviours have seen them referred onto the FloowCoach programme.Behaviours such as speeding, braking harshly and distraction behind the wheel are the main areas where we know that people can improve in order to become safer drivers, making the roads a safer place for all.
How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative?
Since launching our FloowCoach programme in 2015, we have worked closely with Direct Line Group to incorporate this into their telematics platform. After three years of working with their customers, we have gathered a lot of data and gained great insights which have helped us to improve our approach.The results have also gone onto inform update iterations to our scoring algorithm and they have been used to create our latest product, FloowDrive, which is a robust, white-label platform which can produce deployable telematics solutions in minutes rather than months.We make sure that the results we find are used to the benefit of our clients and their customers and this is why we are opening up the telematics market to help accelerate the adoption of telematics delivering benefits to motorists and insurers alike.As we work with clients across five continents, we know that we are servicing the need for a new kind of insurance policy and making use of the cutting-edge technology, data science experience and unique behavioural insights from social science that we have to hand. However, we feel that there is more to do with regards to road safety and we continue to focus on developing our business into new markets such as North America, China and the EMEA. We believe telematics will have a positive impact on the future of mobility and will improve the insights that insurers can achieve to make their services fairer and more engaging.Our approach with regards to FloowCoach is replicable and rapidly growing deployments, have led to staff appointments in Europe, China and North America to work with insurers to better educate drivers and influence their behaviour. The Floow now has more than 150,000 connected drivers globally, and has assisted more than 1300 drivers with FloowCoach. Due to its success, FloowCoach will be extended to other operating territories including the USA in the next 12 months.
How did you evaluate/are you evaluating the success of your action?
Our evaluation study showed that drivers’ score increase was significant for the bottom 20% (ie those drivers who were invited to enter the coaching program) vs a control group. Based on correlation between scores and claims frequency, we are projecting an overall 18% reduction in claims compared with the control group. This means that for every 1,000 drivers participating in the programme, we are preventing 31 accidents from taking place during the 12 months following the programme. The bottom 10% improved the most – for every 100 drivers that complete the programme, 16 additional accidents are expected to be avoided in the following year compared with the control group.During 2018, extensive evaluations of the FloowCoach programme are underway. Study 1 is an experimental trial comparing score change for four interventions group (drivers receiving 1 to 4 coaching calls) with a control group. Study 2 will explore in more detail the link between the content of the coaching calls and changes in driver score using a randomized sample of participants across the 4 intervention groups. The qualitative analyses will include over 300 transcripts to identify which coaching elements are more strongly linked to score improvement.Analysis of the impact of FloowCoach has shown that the programme leads to improved driver behaviour as evidenced by reduced loss ratios. All drivers received up to four telephone coaching sessions and supplementary educational interventions over a period of 12 weeks. The analyses showed that there was evidence of an improvement in scores that is commensurate with a claims frequency reduction of 18% against a control group of those that were not invited to participate.We have one control group which has been constantly running since FloowCoach started, it is regularly added to with a random 10% of FloowCoach participants. Currently this control group focuses on customers from DLG and it is a mixture of all their brands which use FloowCoach. Given the academic evidence for the success of behavioural change techniques, there is every reason to suppose that coaching aimed at examining the strengths and resources of the driver to address their at-risk behaviour is likely to be as successful in changing behaviour as it has been for other at-risk health-related behaviours, even addictive ones such as smoking and drug taking. Our data suggests that those drivers that have been through FloowCoach are significantly less likely to crash compared with a control group who were not contacted and invited to participate.
Who carried/carries out the evaluation activities?
When did/will you carry out the evaluation?
Before, after and continuous monitoring
Please list the indicators you use to measure success
Set measurable goals and check on progress with the goals that the driver committed to on the last call.
Coach and motivate behaviours to deliver on agreed goals by focusing on the positive results of actions taken
Measure a driver’s performance regularly by focusing on the scores
Provide feedback about behaviours in relation to the goals using driver scores
Provide recognition and reinforcement on calls and follow up emails for improved scores
Relapse prevention strategies.
The number of drivers we have managed to help through our FloowCoach programme where we can see and measure success over the course of the 12-week period and beyond.
Score improvements in certain areas can point to better engagement with driving behaviour and a will to improve based on feedback given or as a result of our incentives platform where they may have recently received a reward for improved scores.
A fall in the risk profile of a driver showcases that they have improved their driving behaviour making them a safer bet on the roads.
We compare data across three groups, those who started the programme, those who started and didn’t finish and our graduates, to see their progress over time as well as gauge the level of success FloowCoach is having to see any issues etc.
We can use all this information to estimate how many accidents on the road have been avoided as a result of our telematics proposition and in particular, FloowCoach.
Our latest research into FloowCoach’s effects shows that for every 100 people in the lowest-scoring decile who complete FloowCoach, 16 accidents are avoided, which reduces costs to insurance clients and saves human costs too.
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.)
Qualitative and quantitative analysis
Surveys and feedback from clients
Our twice-yearly NPS survey