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Explore the mental load and experience of on-demand transport drivers

Keolis leverages cognitive and behavioral sciences to enhance the quality of its On-Demand Transport (ODT) networks. A field study gave us deeper insights into the cognitive and psychological factors shaping ODT drivers’ performance. It also identified the key skills required for the job. These valuable findings help us recruit better, train smarter, and deliver top-tier service to our passengers.

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Posted

MAR. 20, 2025

Tags

Sustainable mobility
Employee experience

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Keolis conducted an exploratory study on the experience of on-demand transport (ODT) and paratransit services drivers. This rigorous and innovative scientific approach aims to optimize their performance and improve daily work environments, achieving operational excellence in its ODT networks.

Methodology: Analyzing 24 drivers and interviewing 15 managers to understand each service context.

Objective: Understand activities, analyze real and perceived tasks, and evaluate skills and experience profiles. This process was carried out in collaboration with Mental Eco, experts in workplace well-being and mental health, specializing in actions related to quality of work life (QWL) and corporate social responsibility (CSR).

6

ODT and paratransit networks explored across France: : Annecy (ODT), Orléans (ODT), Perpignan (ODT), Rouen (ODT), Strasbourg (ODT) & Rennes (TPMR)

24

drivers analyzed

15

managers i surveyed

120

hours of field observations and interviews

After conducting the first exploratory study on the experience of bus, coach, and tram drivers, Keolis goes further by exploring the role of on-demand transport (ODT) drivers.

What is on-demand transport at Keolis?

Keolis's on-demand transport meets diverse and specific needs, especially in areas where demand is low, variable, or dispersed. With tailored solutions, Keolis extends service hours and provides access to less dense areas, such as airports and train stations, as well as services for people with reduced mobility. The customer journey is simplified through a mobile app, phone, or website, allowing travelers to easily book their trips.

More informations

ODT driver experience: developing great adaptability and flexibility of mind

Through analyzing the cognitive and psychological factors of ODT drivers, Keolis identifies key skills like cognitive flexibility and autonomy, crucial for overcoming daily challenges and ensuring quality service. Drivers are central to ODT service quality, responsible for safety, driving, customer relations, schedule adherence, and managing additional tasks and unforeseen events. Digital, human, and responsibility factors also impact mental load.

These common determinants highlight the essential skills drivers develop to excel in their roles.

ODT drawing

Key skills for ensuring the success of ODT drivers

- Perceptive skills: Crucial for quick orientation and effective decision-making, granting drivers increased autonomy and responsibility compared to bus and tram drivers. Agility is necessary for optimizing real-time routes.

- Psychomotor skills: Include dexterity, smooth driving, constant vigilance, and concentration.

- Cognitive flexibility: Essential for adapting to new demands, anticipating needs, and using embedded intelligence.

- Behavioral skills: Empathy, professionalism, and interpersonal skills are vital for exemplary local service. These interactions strengthen the social nature of ODT as a public service and foster positive relationships. Drivers play a role in the social integration of users, especially vulnerable groups like seniors or people with physical or cognitive disabilities.

photo de Sofia Escamilla

Sofia Escamilla - UX Strategist & Researcher – Keolis Innovation Department

"Analyzing the mental load and experience of ODT drivers was crucial to understanding how to improve and adapt cognitive strategies for such a rewarding and diverse profession. Being an ODT driver is an art: it requires mastery of agility and intellectual flexibility. These skills are essential for overcoming daily challenges and ensuring a positive mobility experience."

Optimization of skills and collaborative commitment

This exploration provided a deeper understanding of essential skills and daily tasks, revealing human and digital factors impacting performance. Based on these insights, Keolis is committed to refining recruitment criteria to ensure required skills are present from the start. Tailored training will be offered, enhancing operational excellence and enriching passenger experiences. Sharing best practices across networks will stimulate innovation and foster a supportive work environment.

By focusing on initial skill validation and continuous development, Keolis aims to ensure a positive work experience for employees, demonstrating their commitment to well-being and health.

workshop photo
Interview with a Flex'Hop ODT driver in Strasbourg (France) ith Mental Eco and Keolis teams.

Toward a new standard for achieving service excellence in ODT

By fostering the autonomy and ingenuity of ODT drivers, Keolis goes beyond overseeing transport services, shaping a human and resilient mobility experience. This scientific approach, based on cognitive and behavioral sciences, ensures consistently high service quality for customers and a supportive, fulfilling work environment for drivers. Through its ODT excellence initiative, Keolis aims to establish a new standard in on-demand transport.

ODT photo
Keolis's scientific approach, grounded in cognitive and behavioral sciences, ensures high-quality service for customers and a supportive work environment for drivers.

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