The Coaching Case
Rogers Communications
is the winner of the 2015
ICF International Prism
Award. In 2005, ICF Global
adopted the Prism Award,
a concept developed by
ICF Toronto recognizing
businesses and organizations
that demonstrate how
professional coaching pays
off on many fronts. The
award represents the epitome
of what professional coaching
can accomplish within
organizations of all sizes and
in all sectors.
The 41 programs nominated
for the 2015 award were
evaluated by a panel of
ICF Members from around
the world according to
four criteria: Yielding
discernible and measurable
positive impacts, fulfilling
rigorous professional
standards, addressing key
strategic goals, and shaping
organizational culture.
14
Coaching World
To learn more about the
International Prism Award, visit
Coachfederation.org/prism.
.
Courtesy of Sandy Nicholson/Fuze Reps.
The Best in
Organizational
Coaching
The Right Call
A diversified communications and media company, Rogers
Communications is Canada’s largest provider of wireless communications
services and one of the country’s leading providers of cable television,
high-speed Internet and telephone services. Through Rogers Media, they
are engaged in radio and television broadcasting, televised shopping,
magazines and trade publications, sports entertainment, and digital media.
Like most telecom companies, Rogers maintains a nationwide network of call centers as
the primary point of contact for customers. Providing outstanding service in this setting
is the highest priority. In 2013, Rogers set out to ensure high-quality customer service by
integrating coaching directly into its call center operations.
Rogers offers coach-specific training and support to 400 front-line call center
managers. In addition to learning coaching skills, these managers are trained to
understand the distinctions between coaching, teaching, directing and performance
management conversations. Their job descriptions stipulate that they spend 30
minutes per week in coaching conversations with each member of their team (for
each manager, this equals approximately eight to nine hours per week). This coaching
time is protected, not discretionary.