How Doelen Coach Service improved fleet visibility and driver safety with Samsara

“We're really satisfied with the system. It helps us tremendously in gaining visibility over our fleet, helping our drivers, and ensuring everyone gets on the road as safely as possible.”  Eef van Wijk, Project Engineer, Doelen Coach Service

Standout benefits

• 24 hours saved monthly through automated tachograph downloads

• 10-15 daily customer calls eliminated through real-time tracking links

• Achieved an average safety score of 98-100 across the fleet

Service legacy meets modern fleet management complexity

What began in 1925 as a garage in Amsterdam's Doelenstraat has evolved into a respected name in premium passenger transport. Now operating close to Amsterdam Schiphol Airport, Doelen Coach Service manages a complex operation with 45 touring car drivers — of which about half are permanent employees, a quarter as (mostly retired) on-call workers and the rest are self-employed persons — serving airport transfers, VIP transport, and tour groups.

But even with nearly a century of experience, managing a diverse driver pool while maintaining premium service standards posed difficulties. “Before Samsara, we could only track vehicles,” said Eef van Wijk, Project Engineer at Doelen Coach Service. “We had no way to review journeys afterwards or coach drivers effectively. Plus, downloading tachograph data was completely manual — we had to connect to each vehicle and manually process the files individually.”

Building driver trust through transparent implementation

For a company relying on permanent staff and contracted professionals, introducing new technology required complete driver buy-in. Recognising this, Doelen used its seasonal kick-off meeting as an opportunity to address driver concerns about Samsara head-on. 

“Initially, there was some pushback about privacy,” van Wijk recalls. “But by being transparent about how the technology would work — explaining that cameras only capture safety events rather than continuous monitoring — we helped drivers understand this was about protection, not surveillance.”

“We encouraged drivers to come and see how it works,” says van Wijk. “Once they understood how the technology could protect them in incidents that weren't their fault, the initial resistance disappeared.” 

Transforming daily operations through integrated technology

With its drivers on board, Doelen could make the most of Samsara’s solutions. Vehicle Telematics deliver comprehensive fleet visibility, enabling Doelen to track vehicles in real-time and automate tachograph downloads to save fleet managers 48 hours per month.

Moreover, Doelen Coach Service can now track its vehicles and analyse trips retrospectively. The Samsara solution assesses driving behaviour with a safety score: a driver starts at 100 points and loses points for incidents such as speeding or dangerous driving. "Our drivers now achieve a safety score between 98 and 100 percent, with speeding accounting for just 0.6% of total driving time."

Thanks to Samsara's AI dashcams, Doelen Coach Service can provide targeted driver coaching. For instance, when it becomes apparent that a driver frequently tailgates, this can be visually demonstrated with video evidence. Such concrete feedback helps drivers immediately improve their driving style. "As a result, we're seeing reduced incidents and hazardous situations, such as harsh braking and unnecessary risks in busy traffic."

Preventing issues before they arise

Vehicle reliability is non-negotiable for a premium transport provider serving VIP clients and managing time-critical airport transfers. Samsara’s proactive capabilities recently proved their worth when fault code monitoring prevented multiple potential service disruptions.

“One of our coaches broke down in Germany due to a specific fault,” van Wijk explains. “Through Samsara, we identified the same fault code in three other vehicles. We immediately sent them for preventive maintenance, avoiding costly recovery operations and disruption of service delivery.”

This preventive approach extends to compliance management in Amsterdam's restricted traffic zones, where unauthorised entry can result in €1,200 fines. “Recently, one of our drivers accidentally entered a restricted area but recognised the mistake immediately,” says van Wijk. “Using journey history data, we could demonstrate that the driver turned around within minutes, proving no economic advantage was gained. This detailed evidence helps us maintain our professional reputation while protecting our drivers.”

Setting new standards for premium service

The impact on customer service has been equally significant. By providing real-time tracking links, Doelen eliminated the need for 10-15 daily calls about vehicle location updates. This saves office staff time and enhances the experience for tour leaders and clients, who can now coordinate directly with drivers.

Precise tracking has proven invaluable for airport transfer services too. “Operating at Schiphol Airport requires exact timing,” van Wijk notes. With Samsara, we can monitor our vehicles' locations down to the minute, ensuring we meet our premium service standards for every transfer.”

Marking a century with continued innovation

As Doelen approaches its centenary year, the company is already exploring new innovations. The company plans to integrate its 360-degree camera systems with the Samsara platform, which will provide even more comprehensive vehicle monitoring. Doelen also aims to leverage its improved safety data in insurance negotiations while expanding its use of preventive maintenance features.

“We're just beginning to tap into the system's full potential,” says van Wijk. As we discover more capabilities, we keep finding new ways to enhance our service and safety standards.”