How to measure the development of coaching culture in a company?

Traditionally, the development of coaching culture in company environment is measured by 360-degree questionnaires. These are normally used at the beginning and the end of the implementation of coaching culture in a company. The difference between the two results shows the level of progress.
DayAct iCoaching, however, uses another method of result measuring – Key Performance Indicators or KPIs. They have the following advantages:

  • they are used at employee level
  • they are part of employee training
  • they show the development of coaching culture in real time

Let us have a look at the difference between the two measuring methodologies in table form:

Traditional DayAct iCoaching
What kind of tool is used? Questionnaires KPIs
What is its main principle? Static Dynamic
What does it enable? Assessment Measurement
How frequently is it used? Once a year Daily
Is it part of employee coaching? No Yes
Is it part of career development? No Yes
Does it enable self-evaluation? No Yes

The use of questionnaires to measure the development of coaching culture poses several limitations:

1. They only indicate the current trends, but do not contribute to the rate of progress.
When using 360-degree questionnaires to measure the development of coaching culture in a company, one should be aware of their static character. They are not a coaching tool that would add to the progress of individual employees or employee teams. Employees are expected to provide sincere answers, but that is questionable as these questionnaires are not a motivational factor that leads to personal or business competence development.

2. They can not be used daily
360-degree questionnaires are not a coaching tool and are therefore not used on a daily basis. As a consequence, they can only show the first results after several months of employee training. If they are used once a year, the rest of the period is a great unknown without any feedback regarding the rate of progress.

3. They are anonymous to protect the employee
A disadvantage of anonymous questionnaires is that they are used to acquire real information as well as to provide the opportunity for one to express one’s (dis)satisfaction. The dissatisfaction of employees with their private lives can be a factor affecting their workplace wellbeing; for this reason, the questionnaires can paint a worse picture than it actually is. If questionnaires are not anonymous, however, the employees may paint a more positive picture than it really is (due to being exposed to their managers, being afraid of losing their jobs/promotion chances etc.).

4. They do not point out those responsible for good or bad results
The process of company coaching development needs to recognize those individuals who are better than average, so that they can be trained further and rewarded. The ability to recognize the employees who inhibit progress or contribute to its development can be key to the success of coaching culture development in your company.

DayAct iCoaching enables companies to measure coaching culture development by means of Key Performance Indicators, which measure and show the level of progress in real time.
There are four Key Performance Indicators. Let us have a closer look at each of them:


The Personal Rating indicator shows the rating of the employee based on the values measured during DayAct iCoaching. The personal rating consists of three levels (three letters for each level). The highest rating is AAA and the lowest CCC. The first letter represents the level of work competences of the employee, the second one the level of their leadership skills, and the third the level of the added value acquired by the employee in the course of DayAct iCoaching.

Every level of personal rating is a concluded whole. This means that the employee may need to work on one level only without that particular area affecting the other two levels.

I. A__ Rating of the employee’s work habits.
II. _A_ Rating of the employee’s leadership skills.
III. __A Rating of the employee’s added value from the business standpoint.

What are the advantages of personal ratings?
Personal ratings enable the company an insight into the employee’s work habits, leadership skills and additional value. It offers an immediate overview of the behavioral traits of an individual in a given moment.

The Social Leader indicator measures the leadership skills of the employees when these have not been given any formal authorizations of this kind. DayAct iCoaching even enables a setup of a simulation in which a future leader needs to bring their entire team to the end of the coaching process. This provides the company with an insight into an individual’s leadership skills prior to that person being given a leading position.

This indicator shows the employee’s work habits. According to their self-discipline levels, the employees are categorized into five levels: Extra Large, Large, Medium, Small or Extra Small.

This indicators shows one’s work habits as a catalyst of one’s motivation, discipline, organization and other personal traits. The employee can win one of five titles and thereby prove their level of development of the behavioral traits of coaching.

Every employee can view their KPIs at any moment and is familiar with the way in which they can be increased. In this way, the responsibility for the achieved results rests on them alone. This makes the development of coaching culture more holistic as KPIs become one of the coaching tools as well as an indicator of the level of development of coaching culture in your company.

Company culture springs from the employees. Every employee is responsible for developing behavioral traits of coaching in themselves. By making KPIs part of career development, you will make coaching culture a vital part of the corporate culture of your company.