Chulalongkorn University Theses and Dissertations (Chula ETD)

Improve customer experience by introducing coach knowledge assessment (cka) preparation class: case study thailand coaching institute

Thipsupang Sanjariyapipu, Faculty of Engineering


From problem identification process in participants’ perspective, the study found two major pain points: poor exam time management based on skill and speed; and concern of language, in coach knowledge assessment (CKA) experience. Therefore, the focus of this study would be improving ICF coach mentoring program for ACC to improve experience of participants who will take coach knowledge assessment (CKA). The key objective of this research is to improve customer experience by introducing coach knowledge assessment (CKA) preparation class: case study Thailand coaching institute. From the problem identification process, the proposed solution from literature review and expert’s suggestion is coach knowledge assessment (CKA) preparation class which included of (1) situational application of coaching competencies and (2) mock exam, as teaching methods in participants’ preference language. In this study collected data from 30 participants who attended the implementation project: out of which 13 were males and 17 were females;19 were employees and 11 were individual. The main methodology has two main phases: (1) Design phase; and (2) Validation phase. In design phase, the current service blueprint was created to assist in design solution in detail: preparing for implementation, then the to-be alignment diagrams were created. There are two subphases in validation phase. First, the implementation was conducted and managed by Thailand coaching institute, all participants took CKA preparation test which measure coaching knowledge comprehension, coaching knowledge analysis, and question analysis skill by exam score and exam time management skill by exam completion time, at pre-learning and post-learning. Second, in the evaluate service improvement subphase, telephone survey with participants perceived confidence in taking CKA question which measure perceived confidence in taking CKA by level of confidence, and participants satisfaction question in improved ICF coach mentoring program for ACC which measure participants satisfaction in improved ICF coach mentoring program for ACC by satisfaction score, at pre-learning and post-learning as well. The results show that overall results of learning outcome and customer experience showed statistically significant improvement (p<0.05) compared to the pre-learning period and the majority of participants passed CKA preparation test. The major outcome of this research is for company to gain competitive advantages and create awareness for continuous improvement in program.