Digital Coaching – Finding Value-add in a Traditional Space

The traditional industry of business- and executive coaching is slowly embarking on a journey of change. Digitalisation is taking on another line of profession and causing a stir. While a lot of coaches believe strongly in the power of face-to-face (and don’t get us wrong, we do too!), unfortunately many seem to have totally neglected the changes in the environment around them. While corporations are increasingly careful in evaluating the value-add their vendors provide, they’re also looking to coach more and more people. Taking these two factors – namely the need to demonstrate results and scale up while keeping the offering affordable – into consideration, there could be opportunities for digital approaches. Here are some value-add cases we see for digital coaching.

Digital helps coaches to focus on what matters

Let’s get the easy ones out of the way, shall we? Like a lot of other digital technology, digital tools can also help coaches to reduce non-productive activities. Even in coaching, there’s a fair bit of administrative work involved. Maintaining records, scheduling sessions and producing reports don’t seem exactly high-value to a coach. However, that work needs to be done also.

Digital coaching tools can help coaches keep records accurate, accessible and transparent. A lot of the administrative workflows can be automated, enabling the coach to spend more time with the clients. Furthermore, the ability to produce meaningful reports on all things with a single click is something that you cannot achieve with traditional means. Good, clear and reliable reporting on progress and development will help the coach to demonstrate value to the client.

Delivering better interactions through digital coaching

Interactivity is a key part to the coaching equation. Not only do the clients expect you to be there for them at all times, but it’s likely very difficult to drive behavioural change “from a distance”. Overall, there seems to be value in more frequent and less formal coaching interactions. Digital tools can help to lower the barriers and enable constant access. Constant interactions between the coach and the client also enable a shift of focus from scenarios to real-world problem solving. As a learning experience, the latter tends to be a lot more powerful. Furthermore, this type of digital coaching also provides a new learning on-demand medium. The clients can reach out for information at their point of need and that’s when they’re at their most receptive.

On the other hand, why even limit the power of interactions to the coach-client relationship? While individual coaching is perhaps the most effective form of it, that’s not to say there’s no power in a group. As adults we learn through experiences and reflection – both our own and those of others. Therefore, interacting with one’s peers within a coaching group can provide a great learning opportunity on its own. And to facilitate these kinds of digital information exchanges and interactions today, there are simply no better tools than digital platforms.

Digital coaching provides an improved experience

In the end, it all really comes down to the coaching experience. Digital technologies have the power to facilitate that experience in a way that traditional approaches cannot. Also, the focus should be on the experience, rather than on producing a cheap version of something. Ultimately, there should be value-add to find for everyone, whether one’s coaching e.g. senior executives or sales agents. A simultaneous improvement in scalability, accessibility and user experience sounds like something the corporate clients might appreciate.

Of course, the opportunities don’t end there. While you’re at it, why not consider combining learning activities with group- and personalised coaching. Providing the clients with resources to support behavioural change after formal learning activities (think of performance support) is a potential high value-add area in terms of learning results. So, take a good look at your own offering and start considering whether you could deliver more value by adding some digital means to the mix.

If you’re looking to explore digital opportunities in coaching, ILT or learning overall, we can help you develop a great offering. Just contact us to get started.

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