By Rod Lentino, Director of Rental Equipment, Cooper Equipment Rentals. Published by Rental Equipment Register.

We’ve all seen it: equipment sitting idle on a jobsite – rented, but unused for weeks. Customers facing breakdowns from missed maintenance. Machines in the yard lost or stolen. Unsafe operator behaviour with no way to track compliance.

These aren’t isolated incidents: they’re signs of a system that’s long prioritized transactions over true efficiency. Equipment gets rented, but what comes next is often an afterthought: no guidance, no insights, no real partnership. Just machines dropped off and picked up, with missed opportunities in between.

But the game has changed. Today’s equipment is highly intelligent thanks to advancements in telematics. And customers are more informed than ever before – they want access to deeper insights and jobsite information that can bring real cost savings. With a clear path to offer a long-lasting partnership, equipment providers are stepping up their game. That means embracing technology, investing in customer education, and offering insights that help customers make smarter decisions on and off the jobsite.

Turning insights into impact

We’ve spent years providing customers with information about their machines. And now, we’re seeing some real progress in understanding how customers want to access information and, more importantly, what value it can bring to their businesses.

Customers want to optimize operations and they need tailored telematics solutions to help get them there. It starts with better equipment utilization, more efficiency and increased safety on the jobsite. So what exactly does that look like? Data on machine utilization, emissions tracking, fuel usage, and actionable insights that help reduce costs, boost safety, and drive productivity. On top of that, they expect transparency, efficiency, and constant feedback.

READ the full article on Rental Equipment Register.