How to highlight
Impact of Executive Coaching
on Companies Performance
WALKING on STAR
with
Catherine Chambon - Danièle Darmouni MCC- Frédéric Déroche PCC
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WORKSHOP AGENDA
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How to prepare the future and
impact
the bottom line results
An International Research Project
on Executive coaching lead by
ICFF Executive Coaching Committee
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We developed & implemented a new approach
to highlight
How Executive Coaching impacts
Global Performance of Organization
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The existing international studies measure the return
on investment or R.O.I. in a traditional way :
Ex. : Estimation and quantification of the increase in
productivity produced by coaching.
Using figures only can be limited and biased
“Figures can’t lie but liars can figure”
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Specificity of Executive Coaching
Top Executives are facing new challenges . They have to
rethink entirely their practices, their behaviors and skills
conducting to success up to now.
– How to transform individual performance
into collective success ?
– How to create balance between individual
autonomy and collective integration ?
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To face challenges, leaders have to learn to :
- Develop anticipation and innovation skills
- Create the collective dynamics of success
- Combine intuition and reason to discover
"the seeds for the future" in order to reach
a higher level of performance and ethics.
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If you don’t take care of the future…
Don’t worry… The future
will take care of you ! »
Georges Bernard Shaw
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In this context, we assume that coaching ROI must
be understood according to
the logic of results….
AND the logic of effects :
“In the context of effects, I choose a direction and,
as the process moves along, I look at the effects
produced.
According to those effects, I create a new direction
or I slightly reconsider my path.”
Catherine Redelsperger in Cahiers de Sol France n°2
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OUR RESEARCH METHODOLOGY
A 6 step study, based on real cases of executive or
executive team coaching in European companies :
• First step : detailed description of ten cases.
Second step : elaboration of a simple symbolic
representation to illustrate the impacts of the coaching
on the performance of the company.
Third step : on ten additional cases, where we directly
used this symbolic representation to describe the
impacts during evaluation meeting with clients.
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OUR RESEARCH METHODOLOGY
• Fourth step : evolution of the symbolic representation
for more consistency, more impact. Facilitate an internal
intuitive dialogue.
Fifth step : extension of the use of the star:
At the beginning of coaching process: framework phase
At the mid evaluation
At the end of a coaching program
Sixth step : opening of the study to partner coaches
worldwide, and to client companies.
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OUR RESEARCH METHODOLOGY
Cases are described according to a precise grid
• Stakes for the company
• Framing of the coaching process
• Process of intervention
• Evaluation of the results
• Appreciation of the coach
• Appreciation of the client
The grid is filled by the coach, the result is
validated by the client.
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A thorough reading of case reports revealed strong
patterns in the change process :
1 - “Stability” : what should remain, be consolidated
and/or be improved with minor modifications.
2 – “Renewal” : what should be stopped and re-
invented or created.
3 - “Decisions” : what should be made in order to
increase performance, produce added value and
consolidate the effects and create sustainability.
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A STAR* is born
CREATE
REDUCE DEVELOP
KEEP DELETE
IMPLEMENT
*Copyright ICF FRANCE 14
Using this approach, we were able to describe the
global scope of the concrete effects of the coaching
studied cases.
It enabled us to evaluate with our client the obtained
results and to establish the link with traditional indicators
of economic performance. For example :
Good cohesion of an international management team
made it possible to maintain an excellent profitability,
while integrating a new foreign subsidiary company.
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Green Ltd : executive committee coaching
CREATE
. A new executive committee
with European BU CEO
REDUCE DEVELOP
. Unclear communication .Project management
. « Frontiers » .In depth discussion/debate
KEEP DELETE
.« Humanistic » Culture . Highly centralized
. Keep Management team management
IMPLEMENT
. Europeanreporting system
. European Strategy 16
Green Ltd : executive committee
coaching, impact on some key figures
• Strategic new project : new plan in Northern France :
– Quick launching of industrial production ( faster than anticipated)
• Business results increase :
– Kept a two digit growth / a year
– Even though the newly acquired foreign company encountered
some industrial problems and financial loss
• One year later :
– The core business development is under control
– The key challenge for this European group is business
development : new countries, new products
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Saturn Ltd : COO coaching
CREATE
New business opportunities
fully taken in charge by CEO:
+ 100%of portfolio in 2 years
(+ 100 Million USD)
REDUCE DEVELOP
Time spent in discussions on Better vision shared with direct
social climate for the advantage of reports by COO.
integration & international business Bottom up communication
questions. in top executive meetings
KEEP
The competent five key people DELETE
who were about to leave. By passing of COO by CEO
Direct & confident relationship & direct reports.
with HR
IMPLEMENT
Empowerment of COO in Group
external meetings 18
Saturn Ltd : COO coaching, impact on
some key figures
• Strategic new project : Integration of new business in the perimeter.
Building of external acquisition programs. Extension of a feedback
culture: Coaching programs for 2 top executives,Team building with
CEO and COO teams to help people work together
• Business results effects :
– Nobody left the management Board…Saving of head hunting fees
(150KE)
– Results expected delivered for the 3rd year
– Change management driven: social conflicts anticipated & better
controlled
One year later :
– Relations established & recognition within Board of Directors
– COO still in his job 3 years after, & in control (excellent 360° feedback
results)
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President of Constellation Ltd coaching
CREATE
An Excellence Research Center
The “Think Tank” for Sustainable Change
World wide Network
REDUCE DEVELOP
Focus on 20/80 of programs Value & Services delivered in 4
Crisis emotional management Languages
Staff size &Professionalism
KEEP DELETE
Passion - Rigor - Team Spirit “Silo” French thinking and
Success in French speaking communication
countries
IMPLEMENT
Renewal of the website
Editions & Translations
Asian & European Marketing Strategy 20
Constellation Ltd : CEO coaching,
expected impact on some key figures
• Strategic new projects :
• Becoming The Reference firm in Europe an Asia in 5 years
• Recognized in the rest of the world with strong partnership with
the best local firms
• Business results increase :
– Keep the return growth by year
– Every development has to be client financed
– Double the turnover, staff & resources in 3 years
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First conclusions
At the end of the coaching process:
Consolidation & focus on performance key points,
Easy & very clear communication of the results
Ownership and projection for the future.
The Executive identifies the foundations on which he/she will
build new projects for his/her company.
He/she discovers "the seeds of the future", for him/her and
for the company.
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First conclusions
Half way:
It is a booster: to be more focused…to create sustained growth.
At the beginning:
The STAR enables to structure the goals and indicators of results
of the coaching process.
Using our STAR, the executive can define the transformation
than he/she wishes to operate. He/she answers the questions :
“What am I willing to change in my management process and
what I will not change in my Company ?
“What will I create, what will I decide ?”
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Invitation to all Executive Coaches
to join us and contribute to
the International Research Process
Launching meeting
Saturday 11/12 at 5.30 pm
Guadalope Room, second floor of the Marriott
catherine.chambon@eurogroup.fr
mt.mozaik@wanadoo.fr
frederic.deroche@right.com
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