1. Welcome to International Coaching Week 2017
Singapore Chapter

2. Research on Trends in Coaching
Avni Martin
Head of Science & Research Committee
Bernadette Cenzon
Member of Science & Research Committee

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. Trends in Coaching – Consumer Perspective AWARENESS OF COACHING
Source: 2014 ICF Global Consumer Awareness Study
Prepared By Avni Martin & Bernadette Cenzon for ICW 2017

15. 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

16. 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

17. ~ 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

18. 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

19. 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

20. Conclusions From Global Research
$2 billion+ dollar industry, providing estimated income ~$50,000+ & increasing
Clients have confirmed it works – testimonial based on data from 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

21. 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

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