The end of one year and the start of a new one presents the perfect opportunity to pause and reflect. 2024 saw changes for companies transporting goods between the UK and EU. At LeShuttle Freight – the faster, safer, more reliable and low carbon way to transport goods between the UK and continental Europe through the Channel Tunnel – in 2024, we placed an increasing emphasis on enhancing the driver experience.
In 2024, we made significant strides, focusing on comfort, well-being, and recognition. Our goal is to create a safe and efficient transport network while ensuring drivers feel valued, supported and satisfied. From us providing a better service, the full supply chain will feel the benefits.
A key indicator of our success is the feedback we receive from our drivers. We monitor a number of indicators such as driver satisfaction and loyalty, and in October 2024 we measured our highest score to date. Moreover, we saw an impressive increase of this measure across the year, demonstrating that the steps we have taken to improve the driver experience are making a tangible difference.
Image: LeShuttle Freight
Elevating the Driver Experience: Comfort on the Road
At LeShuttle Freight, we have made it a priority to invest in solutions to improve comfort where we can. For example, this year we introduced thoughtful innovations such as onboard coffee machines in our vehicles to create a sense of comfort and well-being.
In addition, through social media we have shared simple but effective tips, from ‘on the road’ recipe inspiration to fitness exercises which can be done from any location. These additions have received positive feedback directly from drivers.
Creating Moments of Joy: Seasonal Competitions and Treats
To celebrate the hard work of drivers with a dash of added fun in 2024, we launched a series of seasonal competitions designed to engage drivers and provide them with an opportunity to win exciting prizes. From themed prizes and gift cards to exclusive experiences, these competitions have a highlight whilst building on the sense of community we aim to foster.
We have also embraced the tradition of spreading cheer during key holidays with thoughtful tokens of appreciation, such as chocolates and sweets around Valentine’s Day, Easter, Halloween, and Christmas.
Recognising Loyalty: The LeShuttle Freight Loyalty Program
We know that long-term success is built on strong relationships, and our loyalty program is one of the cornerstones of this. Our enhanced loyalty program rewards drivers for their continued commitment with earned points based on their performance, length of service, and other factors that contribute to the smooth operation of our freight network.
Points are redeemed for a variety of rewards, including high-end gifts, electronics, and exclusive experiences. With over 6,000 members reaching milestone achievements and redeeming valuable rewards, the programme is definitely a success.
Image: LeShuttle Freight
Drivers Day: A Day Dedicated to Appreciation
One of the most impactful events we held in 2024 was our Drivers Day, a special occasion dedicated entirely to celebrating the people who keep our freight network moving. This year, we gave out 4,000 teddy bears to give them their own “companion”. A small token, but the response was overwhelmingly positive.
Strengthening Connections: A Community Which Listens
One of the most important ways we can support our drivers is creating feedback loops to gather their feedback. This year, we introduced initiatives to improve communication with our drivers and create an open dialogue about their needs and concerns.
Moving Forward: A Continued Commitment to Driver Well-Being
As we look ahead to 2025 and beyond, LeShuttle Freight remains committed to prioritising the well-being of our drivers. To that end, we will continue to explore new ways to support our drivers, whether through improved digital tools and facilities, additional perks, or new initiatives focused on physical and mental health.
In 2024, LeShuttle Freight has taken significant steps to improve the experience of our drivers, and we’re proud of the progress we’ve made. From practical enhancements like free hot drinks machines to seasonal treats, competitions, and a robust loyalty program, we are committed to providing an environment that supports and uplifts our drivers. Drivers Day and the impressive increase in Driver satisfaction are further evidence that our initiatives are making a meaningful impact.
As we continue to grow and evolve, our dedication to driver care remains at the core of our mission. Taking care of our drivers is not just the right thing to do – it’s the smart thing to do to ensure a continued successful and thriving business into 2025 and beyond.
Author: Deborah Merrens, Chief Commercial Director at LeShuttle
