Best practice return on investment

Best practice in building a coaching culture – return on investment

We all know that coaching ‘works’. But how do we specifically measure the return on investment? It is an important question. One that we are asked often. We can measure the impact of coaching on individuals, teams and the organisation. And this blog shares best practice in the implementation of a coaching culture in your organisation regarding return on investment. Importantly this is a key part of the Coaching Culture Framework. Featured in our Diploma of Organisational Coaching.

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A key framework for evaluation – the Kirkpatrick Model

The Kirkpatrick model is a key framework. Designed in 1959 by Donald Kirkpatrick (see references below), it is still relevant today. Namely because it was specifically designed to evaluate training programs. Importantly, the model considers evaluation across four different levels. These are:

Level 1: Reaction

Especially considers the extent to which participants reacted favourably to the training program.

Level 2: Learning

Importantly approaches the extent to which learning occurs – attitude changes, knowledge increase, skill is improved.

For example: My effective listening skills have matured, knowledge of coaching techniques and their practical application.

And another example:

Completed the course and change my focus from mentoring to coaching in many cases, which is certainly a change. I must say I did not understand the difference until I completed this course.

Level 3: Behaviour

Particularly focusses on the extent to which behaviour has changed; degree to which they apply the learning back in the workplace.

Sample feedback:

I’m applying my skills through practice during the monthly one-one team member sessions, conversations with my children at home as well as my team leader at work.

Also:

I now routinely default to using coaching in conversations. These conversations have become more natural overtime and I find myself choosing more appropriate tools based on the conversation.

Level 4: Results

Importantly considers the degree to which targeted outcomes were achieved.

There are some wonderful best practice case studies that we can learn from. Our Coaching Café features a case study from Air Force. Specifically, the changes in percentages across key metrics.

Building the business case for coaching

Return on investment is important as we build the business case for coaching. It all starts with outcomes that we are seeking to achieve. Furthermore, considering how will we specifically measure those outcomes. It is something that we are always attentive to. With this in mind, feel free to contact us to discuss return on investment on your coaching programs.

References:

Originally designed by Donald L. Kirkpatrick 1959

References: Kirkpatrick, Donald L., and James D. Kirkpatrick. (2008). Evaluating Training Programs, the Four Levels, Third Edition. Berrett-Koehler Publishers, Inc. San Francisco. 19-24

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