Credentialed or certified? Your clients may be more satisfied.

Across the board, it seems that most everyone, from those who have never heard of coaching to former coaching clients, agrees that certification/credentials are important for professional coaches. And not only are they important, but they contribute to higher consumer satisfaction.

These findings stem from ICF’s latest research initiative, the ICF Global Consumer Awareness Study. Some 15,000 participants aged 25 and older, in 20 countries, took part in this independent study by PwC.

It found that 84 percent of respondents, who had been in a coaching relationship, considered certification/credentials important or very important. Despite being on the opposite end of the spectrum, the percentage was still high—at 73 percent—for those with no prior experience with coaching.

Perhaps the best illustration of this is the immense growth of the ICF Credential…currently held by more than 6,800 coaching professionals in over 70 countries around the globe. In fiscal year 2010 (which ended March 31, 2010), ICF Credentialing experienced a 24 percent increase in credential holders!

Not only that but applications constantly pour in for all three credentials—more than 1,570 applications have been received to date (a 25 percent increase over this time last year). And it’s no wonder: the ICF offers the world’s only globally recognized, independent credentialing program. ICF Credential holders have received coach-specific training, achieved a designated number of experience hours and have been coached by a mentor coach.

The study also found that consumer satisfaction with coaching is very high, especially for those who had an ICF Credentialed coach. Eighty-three percent of the general public who have been involved in a coaching relationship were either satisfied or very satisfied. The level of satisfaction rises even higher to 92 percent among those with an ICF Credentialed coach, 55 percent of which were very satisfied.

So what does this mean to you? If you haven’t already, look into coach specific training. There are training programs and courses of all shapes and sizes—begin your search in the Training Program Search Service, here.) Interested in learning more about the ICF Credential? Begin your search here.

If you are interested in learning more about the findings of this study, visit Coachfederation.org/works. Nation specific data will be released very shortly—check the website often for updates!

Do your clients ask if you are credentialed or certified?

I Care For…unleashed at the 2010 International Conference!

Did you make it to conference this year? What an amazing event! More than 1,000 international coaching professionals were on-site in Fort Worth, Texas, USA for several days of networking, education and all-around growth.

The entire conference was infused with elements of our 15th anniversary celebration—we saluted our past and our beginnings, and were able to collectively look toward our future.

As such, it made sense that the ICF launched the I Care For campaign at conference…the first visible element in our ongoing brand evolution. Attendees had several opportunities to share what it is that we are passionate about…what we care for.

For some, their cares revolved around various ICF strategic priorities, including the growth and development of ICF Chapters and members. And for others, their cares and passions spread beyond the boundaries of the ICF community and into the rest of the world…from orphans in Uganda to coaching teachers in Nepal, there are so many stories that need to be heard! We encourage you to share what you care for (and why) at ICFICareFor.org.

One of the things we care for here at the ICF is coaching research…without it, we would be walking blindly without any facts or figures to back up why (and how) coaching works.

The ICF stands at the forefront of coaching industry research…our most recent research initiative, the ICF Global Consumer Awareness Study, asked some 15,000 people, aged 25 and older, in 20 countries to provide feedback in terms of their knowledge and experience around professional coaching. And you will be amazed at what this study found…

For instance, half (51 percent) of all respondents were generally aware (either somewhat or very aware) of coaching. Isn’t that great? Learn more and check out other findings from this study here: http://coachfederation.org/works/.

The intention of the I Care For campaign was not to end with the close of the Fort Worth conference, but to expand and include every ICF member and professional coach out there. We all deserve the opportunity to be heard. And through this, we really can create an IMPACT on the world!

So what is it that you care for? Share it with us at ICFICareFor.org.

What do you care for?

What is your coaching helping? ICF members have shared that they see themselves not only as part of the ICF community, but also part of something much greater.

Coaches have a desire to support their personal practice and clients, the ICF both locally and on a global level and to make a larger impact in the world. As a community, ICF members can amplify the impact we have on each other and society.

At the ICF Annual International Conference in Fort Worth, Texas, USA the I Care For campaign was launched this week. I Care For offers every ICF member the chance to share with the membership and the world at-large what they care for and why.

What are some members saying?

Giovanna D'Alessio, MCC (Italy)
I care for transforming the culture of our society. Because if we don't move quickly to a culture of self-
responsibility, wholeness, unity, respect, fairness, we just won't have any society to pass on to our future
generations.

Tom Hatton, MCC (Ireland)
I care for relationship. As everybody and everything is in constant relationship. As human beings we define ourselves the way we are in relationship.

Share what you care for by participating in ICF’s I Care For campaign. There are several ways to show what you care for, including responding on this blog, tweeting on Twitter (just use #icfcare) or submitting your YouTube clip. Visit ICFICareFor.org for information on more ways to share!

More Highlights from the ICF Global Consumer Awareness Study

New ICF study pinpoints reasons for consumer use of coaching

According to the ICF Global Consumer Awareness Study, professional coaching is being used to help people around the world improve work performance, expand career opportunities and increase self-esteem. In fact, the study found that more than half of participants—51 percent—are at least aware of the still young and growing coaching profession. Of the 48 percent of respondents who were unaware of coaching, one-third indicated they would consider participating in a coaching relationship in the future.

Reasons to engage in coaching are many. The Global Consumer Awareness Study determined common areas in which people are using professional coaching today. More than two-fifths (42.6 percent) of respondents who had experienced coaching chose “optimize individual and/or team performance” as their motivation for being coached. This reason ranked highest followed by “expand professional career opportunities” at 38.8 percent and “improve business management strategies” at 36.1 percent. Other more personal motivations like “increase self-esteem/self-confidence” and “manage work/life balance” rated fourth and fifth to round out the top five motivation areas.

In previous research the ICF found that coaching is also generating a very good return on investment—a median return of seven times the initial investment for businesses—while being used for some of the same motivations mentioned in the latest study.

Companies large and small are optimizing individual and team performance through coaching. IBM and Solaglas Windowcare were recognized by the coaching industry as recipients of the ICF International Prism Award last year for their innovative coaching initiatives. Despite the recent global economic climate, ibm.com of North America reported a 563 percent return on investment from its coaching programs that engage sales teams and managers within the company. Solaglas, a leading UK-based glass replacement and installation company, reported higher customer satisfaction and a return on investment of 490 percent. Company executives believe these gains are small compared to the long-term impact coaching will have.

The ICF Global Consumer Awareness Study, which surveyed 15,000 participants age 25 and up in 20 countries, was conducted independently by the International Survey Unit of PwC.

Visit the Press Room of Coachfederation.org to read more about the study and to subscribe to ICF's Press Room RSS feed.

Outcomes of the July Board Meeting - Part 2

Continuing from my last post, the Board also discussed the following areas at our July meeting:

ICF Branded Events

ICF events are growing in number and are a key way coaches touch the ICF. It’s critical that these events align with the ICF brand and that attendees have consistent positive experiences—we want everyone to continue to be inspired and motivated.

At the July Board meeting, work by the ICF Branded Events Taskforce was presented to the Board. The presentation focused on results of an analysis of data collected over the last two years and related discussions around the ideal mix of ICF branded events and possible business models for these events. The goal is to make sure a proper mixture of events is being offered so that different members’ needs and interests are being served. It’s also important that the diversity of our members and a balance between international, regional and local events be taken into consideration.