Bucking the trends: Stay Metrics clients outperforming industry in driver turnover


Stay Metrics clients have a story to share, as the accompanying graph shows.

At the end of 2016, the annualized driver turnover rate at “large” truckload carriers — those with more than $30 million in annual revenue — bottomed out at 71 percent, on average. The American Trucking Associations reports its driver turnover data quarterly (the green line). After rising throughout most of 2017, turnover for the final quarter of 2017 ended with a small drop to 88%.


Our clients are in the middle of the same storm system. Intense pressure is swirling from a hot economy and competition for drivers, yet their turnover rates have been accelerating downwards. (the blue line)

Putting ideas into motion

To explain this phenomenon, let’s start with commitment. The owners and executives of trucking fleets that come to us want to be the best in the industry. They understand that being average is not acceptable, especially in something so critical as driver engagement.

Our clients are using a suite of Driver Survey products to gain insights and feedback. This enables them to proactively take actions to move the needle towards higher retention. Likewise, carriers use our online Driver Rewards platform to build driver engagement and loyalty in unique ways. Their drivers will not find a similar experience elsewhere.

We also are seeing clients use their survey insights and driver feedback to develop innovative products and programs of their own to further improve the work experiences of drivers.

Best Fleets to Drive For

Recently, six of our clients were recognized by the Truckload Carriers Association’s 2018 Best Fleets to Drive For program. This annual program highlights a select few for “providing exemplary work environments for their professional truck drivers and independent contractors.”

The Stay Metrics clients in this elite group are:

  • American Central Transport — Kansas City, Mo.
  • Grand Island Express — Grand Island, Neb. (2017 overall winner in the small fleet category)
  • Halvor Lines — Superior, Wis.
  • Keller Logistics Group — Defiance, Ohio
  • Prime, Inc. — Springfield, Mo.
  • Smokey Point Distributing — Arlington, Wash.

And two additional clients were recognized by TCA as “Fleets to Watch” for their innovative driver programs. They are:

  • Hoekstra Transportation — Grand Rapids, Mich.
  • Load One — Taylor, Mich.
See you at TCA

On March 25 and 26 at TCA’s 2018 Annual Convention in Kissimmee, Fla., I will be presenting an informative session with fleet executives from Load One and Liquid Trucking. We will be sharing how to use driver feedback and survey insights to create practical solutions that lower driver turnover.

For instance, Liquid Trucking has lowered its driver turnover rate from 68 percent to 24 percent over the past four years. The Plattsmouth, Neb.-based company is one of the 30 largest tank carriers in the United States.

“The driver survey data we get from Stay Metrics continues to drive the conversations we have in maintenance, dispatch and other departments to improve the work experience for our drivers,” says Jason Eisenman, director of HR.

Liquid Trucking has developed an innovative driver app, DeliveRecon (meaning “delivery reconnaissance”). The app has accelerated driver training and improved customer service. Its drivers regularly use the app to update details for customer delivery sites to benefit other drivers. Liquid Trucking rewards points when drivers share their knowledge by using the integrated Driver Rewards platform from Stay Metrics.

If you’re coming to TCA, be sure to attend this session, Gathering and Using Driver Feedback to Improve Retention – From Theory to Practice, to understand how Load One, Liquid Trucking and the rest of our clients are bucking industry trends.