ROI numbers can come from many sources, so the issue arises of which numbers can be trusted.

“Focus on the positive” is a theme repeated by people who coach drivers. “We feel strongly that we should have something positive to say every time we speak with a driver,” said Jeff Baer of LinkeDrive.

When drivers adopt driving habits that increase fuel efficiency, the added benefit is that safety improves.

Technology that incorporates everything from GPS location to ambient air temperature can help drivers maximize fuel efficiency, tech executives said.

Driving simulators, behind-the-wheel training and classroom instruction have their place, but one limitation is that they all depend on the driver’s ability to be present for the training. Internet-based training can be accessed anywhere at any time.    

The ultimate goal of all training is sustained improvement in driver performance. “I advise people that training is only the first step,” said Yves Provencher, director of Performance Innovation Transport, in Pointe-Claire, Quebec.

Taking trucks out on icy roads to practice avoiding accidents is entirely impractical. Fortunately, there is another option — driving simulators.    

Call it “automatic dimensioning,” “cubing” or “electronic measuring,” — all three are terms for technology that some believe could revolutionize less-than-truckload trucking.

On the plus side, sharing information about the best ways to use technology helps the trucking industry become more efficient and successful. Some companies also find that technology can be a powerful marketing tool. Shippers often want their carriers, brokers and logistics companies to have sophisticated systems, so there’s an advantage to publicizing the use of various software applications.

The freight transportation industry is still catching up with technology,” said Matt Ziegler, president of ZMac Transportation Solutions.