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

Trends in Coaching – Coach Perspective MONEY 94% of Coaches offer another service Average Income of a Coach ~ $53,000/year Source: 2016 ICF Global Coaching Study Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Trends in Coaching – Coach Perspective DEMOGRAPHICS ~ majority over 30 years ~1 in 5 are over 50 years 66% Female Source: 2016 ICF Global Coaching Study 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

Trends in Coaching – Client Perspective TYPES OF COACHING EXPERIENCED Source: 2009 ICF Global Coaching Client Study 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

Trends in Coaching – Client Perspective IMPORTANCE OF COACH ATTRIBUTES Source: 2009 ICF Global Coaching Client Study Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

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% Source: 2009 ICF Global Coaching Client Study 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

Trends in Coaching – Consumer Perspective AWARENESS OF COACHING Source: 2014 ICF Global Consumer Awareness Study 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

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

Of the 17% that did try coaching, here are their reasons why they did Trends in Coaching – Consumer Perspective EXPERIECED - WHY TRY COACHING? Of the 17% that did try coaching, here are their reasons why they did 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’ Source: 2014 ICF Global Consumer Awareness Study 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 “Engage members and community for coaching awareness, excellence and advancement” ICF APAC Trends in Coaching vs Other Forms of Intervention for Organisational Development Study ICF Coaching Competency Recorded Demonstration Sessions Open Sessions – revenue, script ideas, engagement, learning Dedicated Team – short presentation, recording, deliverable Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

Feedback: icfresearch@coachfederation.org & avni@icfsingapore.org Thank You! Feedback: icfresearch@coachfederation.org & avni@icfsingapore.org Prepared By Avni Martin & Bernadette Cenzon for ICW 2017