Coaching Week 2017 Singapore Chapter Research on Trends in - - PowerPoint PPT Presentation

Welcome to International Coaching Week 2017

Singapore Chapter

Research on Trends in Coaching

Avni Martin

Head of Science & Research Committee

Bernadette Cenzon

Member of Science & Research Committee

Research on Trends in Coaching

ICF Global Research Team

• Coach Perspective
• Client Perspective
• Organisation Perspective
• ‘Layman’ or Consumer Perspective

ICF Singapore Science & Research Committee

• APAC Comparative Study on Trends in Coaching vs Other Forms of

Intervention for Organisations Development

• Recorded Coaching Demonstrations of 11 ICF Core Competencies
• Your Perspective!

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Coach Perspective MONEY

Source: 2016 ICF Global Coaching Study

Total revenue = $2.36 billion Growth from 2010 to 2014 = 19%

• Asia 4.8%
• N. America & W. Europe ~40% each

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Average Income of a Coach ~ $53,000/year

61900 27100 55300 18400 35900 37800 73100

Trends in Coaching – Coach Perspective MONEY

Source: 2016 ICF Global Coaching Study Only Coaching Other Services

94% of Coaches offer another service

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Coach Perspective DEMOGRAPHICS

66% Female

Source: 2016 ICF Global Coaching Study Coach Practitioners Managers/Leaders Using Coaching Skills

83% Practitioners 17% Use Skills ~ majority over 30 years ~1 in 5 are over 50 years

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Coach Perspective OBSTACLES & OPPORTUNITY

• Untrained Coaches – Need for Credentialing
• No.1 Opportunity - Increase Awareness of

Coaching

Source: 2016 ICF Global Coaching Study Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Source: 2009 ICF Global Coaching Client Study

Trends in Coaching – Client Perspective TYPES OF COACHING EXPERIENCED

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Client Perspective POSITIVE IMPACTS OF COACHING

Source: 2009 ICF Global Coaching Client Study Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Source: 2009 ICF Global Coaching Client Study

Trends in Coaching – Client Perspective IMPORTANCE OF COACH ATTRIBUTES

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Written agreements? 64% use them How much are clients paying? $171 USD and a total of $4,353 How satisfied are clients? 99% satisfied, of which 96% will be coached again Individual ROI: 68% had at least made back the investment, hard to measure. Company ROI: 86% had at least made investment back, average ROI 700%

Source: 2009 ICF Global Coaching Client Study

Trends in Coaching – Client Perspective CHARACTERISTICS OF A COACHING EXPERIENCE

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Organisational Perspective

• Coaching is widely used in companies in varied degrees
• Coaching has evolved over time
• Coaching is available to senior level executives and sometimes key talent
• Organizations use a mixture of internal and external coaches
• Confidentiality is of utmost importance
• Some internal coaches get partial and some full accredited training
• Recommendations or reputation is extremely attractive
• Organizations use a “pool” of coaches developed over time, and do not look for new
• Organizations report improved leadership and employee engagement
• Impact is often not measured and measuring is considered to be a challenge
• Tools such as 360 feedback and employee surveys are used to measure impact

Source: 2013 ICF Organisational Coaching Study Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Organisational Perspective Understanding Coaching Culture

• 17% of respondents had a strong coaching culture
• Evidence that strong coaching culture correlates with higher than average revenues
• Impacts many T.D. and O.D. needs but not a solution for all challenges
• 3 Modalities are used – internal, external and & management using coach skills
• Since 2014, use of Professional Coaches has reduced, internal use of skills increased
• Competencies rated most highly – Establishing Trust, Ethics, Active Listening
• Competencies rated least highly – E. C. Agreements
• Training management in coaching skills is instrumental in building a coaching culture
• 16% plan to offer management accredited coach training

Source: 2016 Building a Coaching Culture With Managers & Leaders Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Source: 2014 ICF Global Consumer Awareness Study

Trends in Coaching – Consumer Perspective AWARENESS OF COACHING

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Consumer Perspective UNTAPPED POTENTIAL

~ 83% unaware of coaching & never been coached ~ 17% aware of coaching and have been coached ~ increased by 5-9% from 2010 to 2014

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Consumer Perspective AWARENESS OF COACHING

~ just 35% of those who claim are aware, picked the correct definition of coaching

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Consumer Perspective ‘UNAWARE’ - WHY TRY COACHING?

~ unaware of coaching & willing to try, share their reasons why

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Consumer Perspective IMPORTANCE OF CREDENTIALING

Source: 2014 ICF Global Consumer Awareness Study

> 81% feel that its ‘Important’ or ‘Very Important’

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Conclusions From Global Research

• $2 billion+ dollar industry, providing estimated income

~$50,000+ & increasing

• Clients have confirmed it works – testimonial based on data

from 2000+ clients

• Untapped potential – 83%!!! Key to unlock this potential is

identified as awareness

• Very encouraging facts for all who wish to be a coach
• To conclude - future is bright – future is coaching!

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

ICF Singapore Science & Research Committee

1) ICF APAC Trends in Coaching vs Other Forms of Intervention for Organisational Development Study 2) ICF Coaching Competency Recorded Demonstration Sessions

• A. Open Sessions – revenue, script ideas, engagement, learning
• B. Dedicated Team – short presentation, recording, deliverable

“Engage members and community for coaching

awareness, excellence and advancement”

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Thank You!

Feedback: icfresearch@coachfederation.org & avni@icfsingapore.org

Prepared By Avni Martin & Bernadette Cenzon for ICW 2017