Section Three: Evaluating Coaching Success

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Evaluating coaching success for an organization begins with developing

an effective evaluation strategy. The main elements of an evaluation

strategy are presented and explored in Chapter 11. Coaching

goals are established and linked to the business, evaluation objectives

that define success for coaching are developed, and techniques

to isolate the effects of coaching to improve performance from other

potential influencing factors are described. This last issue, isolation,

is considered the Holy Grail of ROI evaluation. A case study is

referred to throughout the chapter to illustrate these points. This

chapter concludes by describing the essential building blocks of an

effective evaluation strategy.

Chapter 12 continues the case study that was featured in the previous

chapter to get into the nuts and bolts of evaluation. Data collection

and analysis procedures are described. Some performance

data are converted to monetary benefits, and specific tools are

included so that readers may apply the evaluation methodology to

their own particular needs. The case study provides an example of

how these tools can be used. Because any evaluation is only as good

as it is credible, strategies for building credibility are discussed. This

chapter is dedicated to ROI and to showing how readers can tackle

the ROI issue with a practical, pragmatic, and proven approach.

Chapter 13 takes a different approach from the previous chapter

by focusing only on the application of what was learned through

coaching and not on the monetary ROI. A case study shows how

leaders’ expectations for coaching were set to better position the

evaluation. The four major decision areas for evaluating the application

of coaching are reviewed and include the importance of

timing for the evaluation, setting performance targets, managing

vendors, and selecting the appropriate strategy for evaluation

application. The case study reveals how to best plan and conduct the

evaluation.