Home Concepts Strategy Future of Coaching Ten Trends Driving Organizational Coaching

Ten Trends Driving Organizational Coaching

45 min read

Customer care

Coaching has completely transformed the customer care experience at Rogers Communications, Canada’s preeminent wireless and cable provider. Call center agents had not been taking their managers’ advice on how to improve customer satisfaction. Rogers wanted to turn that around by training managers to “ask, not tell” agents what to do.

Starting in 2013, managers were trained in the ICF core coaching competencies and tasked with spending 30 minutes per week, per call center agent, in coaching conversations (approximately 8-9 hours of their time per week). Managers would observe the agent on actual customer calls and then debrief the call by asking coaching questions like: “What do you think went well? What could you improve? What will you do differently next time?”

Evaluations have shown remarkable results. Each call center site exceeded its own historical performance levels, as well as the performance of other sites where coaching had not yet been deployed. Revenues increased by double digits over comparable periods year-over-year. With a reported 9% increase in employee engagement, 40% decline in attrition rates, and 400% increase in customer satisfaction, Rogers earned an ICF Global Prism Award for excellence in organizational coaching.

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  1. Rey Carr

    December 27, 2016 at 2:34 pm

    With the increasing use of polls and surveys by different coaching groups or independent survey firms, it has become more difficult to integrate the different findings into a coherent picture.

    Carol Goldsmith integrates the results from different surveys/interviews brilliantly in this article; and for those with a short attention span, she’s even included the top 10 in an executive summary.

    Most of the organizations that conduct coaching surveys do not point out the limitations of their instrument or data collection procedures. However, when such surveys are combined, as they are in this article, the resulting data can be more credible.


    • Carol Goldsmith

      January 2, 2017 at 10:33 pm

      Thank you for the kind comment, Rey. Glad you found the article to be useful.
      Be your best, Carol

      Carol Goldsmith, PCC, NLPT
      The Discovery Coach


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