New ICF study delivers high marks in satisfaction and advocacy


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Professional coaching continues to satisfy consumers

New ICF study delivers high marks in satisfaction and advocacy

LEXINGTON, Ky., USA – An overwhelming majority of people who have experienced professional coaching are satisfied with their experience and would recommend coaching to others, according to a new study by the International Coach Federation (ICF).

The ICF Global Consumer Awareness Study found that 83 percent of respondents who had been involved in a coaching relationship were somewhat satisfied to very satisfied with their coaching experience. Advocacy of coaching among those respondents also ranked high, a mean score of 7.5 on a 10-point scale with 10 being “extremely likely” to recommend. Satisfaction and advocacy results are consistent with previous ICF research which found that coaching is seen as a positive experience by the vast majority of those who have been coached.

“Whether contemplating using coaching as a business strategy for these precarious times, or looking to achieve personally relevant goals, people will find encouragement in the results of the ICF Global Consumer Awareness Study which show that coaching is an overall satisfying experience,” said ICF President and Master Certified Coach Giovanna D’Alessio. “High satisfaction levels can be attributed to people experiencing meaningful accomplishments in areas they wish to improve and that is precisely what coaches are helping individuals and businesses do.”

According to the 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. 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, followed by “expand professional career opportunities” at 38.8 percent and “improve business management strategies” at 36.1 percent.

Satisfaction levels can most likely be attributed to high returns on investment as well. In previous research the ICF found that coaching is generating a very good return on investment—a median return of seven times the initial investment for businesses, and nearly 3.44 times for individuals who use coaching (Results representative of survey respondent sample).

The ICF Global Consumer Awareness Study, which surveyed 15,000 participants ages 25 and up in 20 countries, was conducted independently by the International Survey Unit of PwC. Please contact the ICF or visit to learn more.

ICF defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. Coaching is a distinct service and differs greatly from therapy, consulting, mentoring or training. Individuals who engage in a coaching relationship can expect to experience fresh perspectives on personal challenges and opportunities, enhanced thinking and decision-making skills, enhanced interpersonal effectiveness, and increased confidence in carrying out their chosen work and life roles.

The International Coach Federation is the leading global organization for coaches, with over 16,500 members in more than 100 countries, dedicated to advancing the coaching profession by setting high ethical standards, providing independent certification, and building a worldwide network of credentialed coaches. The ICF is the only organization that awards a global credential which is currently held by more than 6,800 coaches worldwide. For more information, please visit our website at
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As a certified professional coach, radio show host and workshop leader, Dawn helps sales, marketing, advertising and creative entrepreneurs to accelerate their career so they’ll love their life!

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