How Cheema Freightlines Uses Driver-Focused Tech to Attract and Retain Top Talent

Commercial trucks are getting increasingly smart, but unfortunately, drivers have often had mixed experiences with how technology impacts their days. Instead of making things easier and more efficient, some poorly designed tech has caused extra steps in processes, annoying workarounds, and frustrating learning curves. Fleet managers soon began realizing that these small but pervasive annoyances added up to negatively impact the driver’s day and, ultimately, job satisfaction.

Cheema Freightlines – a premier provider of dry truckload transportation services including dedicated, short haul, local, and regional services within the Western United States – recognized these challenges and decided to explore ways to make their fleet tech more driver-friendly. The owner, Darshan Cheema, started his career in trucking as an owner-operator, and although his company has expanded exponentially, he continues to have a special place in his heart for the driver experience.

Today, Cheema Freightlines prioritizes driver experience, recognizing that the future of trucking relies on modern, driver-friendly technology. Their search for a customizable, future-focused telematics solution led them to partner with Platform Science, which helped them elevate driver recruitment and retention. 

In observing drivers interacting with telematics technology, Cheema witnessed their frustration as they struggled to locate information, juggled multiple software logins, and strained to complete work on time. This created challenges for both recruitment and retention, as new drivers increasingly expected in-cab technology to simplify workflows and reduce frustrations. Veteran drivers disliked the learning curve and the time it took to implement new hardware and software tools.

Searching for a more flexible telematics system, Cheema found numerous benefits in the Platform Science solution that directly supported Cheema’s recruitment, retention, and productivity goals. Some of the features that were most attractive included:

• Smoother integration: Intuitive tools with customized add-on apps delivered seamless integration, so that the in-cab experience flowed efficiently without being bogged down by complicated processes and multiple logins.
• More efficient onboarding: The platform’s Wi-Fi-enabled tablets ensured that new hires could receive immediate, hands-on training during orientation, helping drivers feel comfortable with the technology before hitting the road.

• Optimized driver tasks: Through Platform Science’s app ecosystem, the Virtual Vehicle Marketplace, Cheema introduced time-saving features such as document scanning, streamlined communication, and simplified inspection reports. This directly impacted driver productivity, allowing them to focus on driving instead of administrative tasks. 

The results of these improvements were what Cheema had hoped; drivers began adopting the new technology more quickly and appreciating how it made their days easier rather than more complicated. Retention rates began to improve, and the company began attracting more new drivers from the younger generations who appreciated and expected seamless technologies in their work environment. The improved integration between drivers and the back office also made solving issues easier and more efficient, communicating between the office and the cab, and optimizing operational processes.

By embracing a driver-focused telematics platform, Cheema is ensuring their current drivers are happy and supported, while laying the groundwork for the future growth of their fleet, including new generations of drivers.

Read the full Cheema Freightlines case study now.

‍Learn more about how Platform Science supports driver productivity now, or contact us today to discuss your fleet’s needs or request a demo.