Motivations and Significance of Measuring Coaching Outcomes

The reasons for measuring the efficacy of coaching vary and exploring the reasons in advance affords the opportunity to plan effective measurement and dissemination of the findings.  The motivations for having the data flow to the significance of the information.  For example:

Motivation

The motivation is the focus for having measures and using the information in decision making.

• Organization – Revenue and Culture
  • Organizations invest in coaching when it makes sense financially.  Sometimes this is based on the bottom line and sometimes the organization is focused on the culture of the workplace.
• Coachee – Opportunities
  • Individuals who are coached measure their outcomes based on their own growth and opportunities.
• Coach – Purpose
  • Often coaches find success for clients to be their motivating factor in doing the work.

Significance of Measuring ROI

The significance of the measures is how the information impacts decisions.

• Organization
  • Buy-in to invest
    • An organization starting a coaching program or paying for coaches to work with employees is reliant on outside ROI studies.
  • Justify investment
    • An organization that has coaching will use measures to justify the decision to implement the program.
  • Support ongoing investment
    • An organization will use measures of ROI to decide whether to continue investing in coaching.
• Coachee
  • Interest in participation
    • A client (coachee) will engage in a coaching relationship when they believe it will serve them and their objectives.
  • Willingness to make the effort
    • A client will do the work that is planned during coaching when they believe it is an effective means for reaching their goals.
  • Motivated to achieve results
    • When a client is aware of coaching creating change for others and for themselves, they are motivated to achieve.
• Coach
  • Opportunities
    • The measurements of coaching efficacy open the door for more coaching opportunities, creating a demand for the work and the expertise of trained coaches.
  • Empowerment
    • When coaches have the information that backs up their work making a positive difference in empowering success, they value their own efforts more.
  • Growth
    • Supporting success of others is a growth opportunity and coaches realize that it is a privilege to have a role in what people achieve.

With this insight, planning and conducting the evaluation of coaching efficacy is enhanced because when potential biases are known the integrity of the process can be protected.