Measuring The Benefits Of Coaching At Work

Is coaching worth it? What value will it bring and how can it be measured? 

It is important to demonstrate tangible links between spend and personal or business benefits. An evaluation process helps make investment decisions and identifies what value the intervention provides e.g. tangible business results, intangible benefits, cost incurred and return on investment, however, it is often difficult to attribute results directly to coaching.

Donald Kirkpatrick’s evaluation model provides a useful guide to evaluation, outlining four levels that can be applied to the measurement of coaching effectiveness:

EFFECTIVE MEASURES FOR INDIVIDUALS:

  • Level 1 REACTION - Asking for verbal feedback and completing feedback forms can help measure the satisfaction of coaching sessions and provide insight into the impact of coaching for an individual.
  • Level 2 LEARNING - The individual can measure personal effectiveness and productivity as a result of goal setting and implementing actions. They can increase self-awareness using 360° feedback, self-assessment questionnaires, psychometric instruments etc.

EFFECTIVE MEASURES FOR ORGANISATIONS:

  • Level 3 BEHAVIOUR - On the job assessment, task/performance reviews carried by the manager, provides evidence of how the impact of coaching can be measured for the organisation. Changes in performance/target achievement e.g. sales, service delivery, engagement, communication, planning etc. link to actions implemented as a specific result of the coaching.
  • Level 4 RESULTS - Individual results translate into a higher value for the organisation e.g. overall business results, revenue increase, cost reduction, staff engagement, retention, productivity, shareholder value are all measures of the contribution of coaching. This can be measured through key performance indicators and using a return on investment calculation to establish the financial benefits of coaching.

Ultimately the organisation wants to know if coaching meets the desired outcomes of a coaching programme or by implementing a coaching culture. The best measure of success is set by the sponsor and coachee in terms of actions, behaviour change, outcomes, outputs, business results and value created for the business.

Find out more about Coaching & Mentoring at Work.


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