some would probably like to. Parents can only view sights and sounds of risky driving behavior after they’ve been uploaded to the analysis center, reviewed and scored by DriveCam coaches and then forwarded to parents. Let’s hear a little bit more about the program from Debbie Brancel.
BRANCEL: Thank you, Rick. Today I will present two examples of the Web-based application – something of an online report card. This is something that parents and their young drivers access as part of the program. Families use their unique information to access this site, using a secure user name and password. Once again, American Family cannot see the individual family’s information. Both of the examples we will show today are from the children of American Family employees, who gave us permission to use the information that’s part of this presentation. One of the examples that you will see is from my step-daughter, Nicole.
First let’s start with the young driver, Brent. As you can see, Brent’s report card contains three elements. On the left hand side there’s a dashboard with different colors, representing his current risk level. Beneath that is an events section and that would be where a parent would go to view the video clips and see the commentary written by the driving instructors. On the right hand side, the major portion of this screen is the graph showing his overall performance during the last 12 weeks. Looking at the performance graph, Brent starts with no events in his first two weeks, but then the risk score spikes up during the next two weeks. At that point Brent and his parents had a conversation about his tendency to drive too fast and his risk score went down to zero. The risk score picked up again, but it’s still better than the goal. And he and his parents have another talk. Then, the next three weeks Brent has had a perfect report card with zero risk points. All in all, it looks like Brent is a pretty safe driver but he needs reminders. His dad says there are a lot of curvy roads in their area and you have to keep in control to avoid setting off the device.
Now to move on to my step-daughter, Nicole. Again, we’re looking at the same kind of exhibit. This is the graph of her risk score. She started the program in mid-May and immediately we could tell that she was an attentive, careful driver who had very few incidents. You can see from the goal that her line, the yellow line, is much lower than both the peers and the goal. In August her score ticked up a bit. She actually intentionally set off the camera at least once, but it returns to zero throughout September. Just a couple of weeks ago, the camera went off again and this time it was actually a friend of hers that was driving while Nicole was not feeling well. What set off the camera was that the friend took a turn too quickly.
Overall I have not had many clips to review as a parent looking at Nicole’s driving. However, I still feel that Teen Safe Driver is a very valuable program. By and large it’s because of the peace of mind that you can get by knowing that your teen is actually off to a good start as a beginning driver. She makes good decisions. Recently one of her clips was her showing a study and safe response when a deer entered the roadway, something that happens quite often here in Wisconsin. One more note about the report cards. In addition to a parent being able to go and log in to the secure Website, we also receive an email each week reminding us to look at our Website. It also shows the risk score for that week. This is important because parents get busy and sometimes forget to log in to the Website. We want to be sure to keep in mind any particular instances where teens were racking up high numbers of risky behaviors or a more severe risk than normal. In severe-risk situations, the DriveCam instructor will actually call the parents to make sure that they are aware of their young driver’s dangerous behavior.
Now I’ll turn things over to Bill Westrate, who will talk to you about our results, challenges and changes we made to the program since its inception.
WESTRATE: Thanks, Debbie. We can all agree that Teen Safe Driver is an innovative program. The sample videos provided by DriveCam make for interesting viewing and the program is very popular with participants who choose to enroll. From a customer loyalty perspective, the program appears to be a success. We’ve seen a 97% retention rate among Teen Safe Driver participating households. For competitive reasons we don’t publicly release our overall retention rate, but this is significantly higher than our overall rate.
We also conduct periodic surveys of parents participating in the pilot program. Eighty-three percent of those respondents said they were more likely to recommend American Family because of their experience in the program. Survey respondents said they referred an average of 7.9% family members or friends to American Family in the past year, which is more than twice the average of all of our customers.
In addition to the data, here’s the sort of comment we get from parents. That type of positive, parental response is typical. We have occasional testimonials along with sample videos and other information at the Teen Safe Driver Website. Seventy-four percent of our teenagers taking part in Teen Safe Driver for at least 6 months conclude that it was a positive experience. And 80% say their friends should also use the program. Here’s a typical comment from a teen participant.
As a business, however, American Family has to dig a little deeper to draw conclusions. One set of metrics is the data provided by DriveCam, which shows a 76% reduction in risky driving behavior among program participants. That’s after just 10 weeks. That figure rises to 86% after six months in the program. As to whether the program has a lasting effect – a study by the University of Iowa, using the same technology provided by the Teen Safe Driver program found that changes in behavior persisted beyond the duration of the program – even after the parents stopped receiving data and feedback. That’s certainly a good start. We also need to know whether our capital outlay on this program Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11