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 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 Source: 2016 ICF Global Coaching Study
Trends in Coaching – Coach Perspective MONEY 61900 73100 94% of 27100 Coaches offer another 37800 service 55300 18400 35900 Only Coaching Other Services Average Income of a Coach ~ $53,000/year Prepared By Avni Martin & Bernadette Cenzon for ICW 2017 Source: 2016 ICF Global Coaching Study
Trends in Coaching – Coach Perspective DEMOGRAPHICS ~ majority over 30 years ~1 in 5 are over 50 years Coach Practitioners Managers/Leaders Using Coaching Skills 83% Practitioners 17% Use Skills 66% Female Prepared By Avni Martin & Bernadette Cenzon for ICW 2017 Source: 2016 ICF Global Coaching Study
Trends in Coaching – Coach Perspective OBSTACLES & OPPORTUNITY • Untrained Coaches – Need for Credentialing • No.1 Opportunity - Increase Awareness of Coaching Prepared By Avni Martin & Bernadette Cenzon for ICW 2017 Source: 2016 ICF Global Coaching Study
Trends in Coaching – Client Perspective TYPES OF COACHING EXPERIENCED Prepared By Avni Martin & Bernadette Cenzon for ICW 2017 Source: 2009 ICF Global Coaching Client Study
Trends in Coaching – Client Perspective POSITIVE IMPACTS OF COACHING 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 Source: 2009 ICF Global Coaching Client Study
Trends in Coaching – Client Perspective CHARACTERISTICS OF A COACHING EXPERIENCE 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% Prepared By Avni Martin & Bernadette Cenzon for ICW 2017 Source: 2009 ICF Global Coaching Client Study
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 Prepared By Avni Martin & Bernadette Cenzon for ICW 2017 Source: 2013 ICF Organisational Coaching Study
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 Prepared By Avni Martin & Bernadette Cenzon for ICW 2017 Source: 2016 Building a Coaching Culture With Managers & Leaders
Trends in Coaching – Consumer Perspective AWARENESS OF COACHING Prepared By Avni Martin & Bernadette Cenzon for ICW 2017 Source: 2014 ICF Global Consumer Awareness Study
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 > 81% feel that its ‘Important’ or ‘Very Important’ Prepared By Avni Martin & Bernadette Cenzon for ICW 2017 Source: 2014 ICF Global Consumer Awareness Study
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 “ Engage members and community for coaching awareness, excellence and advancement” 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 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
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