Commercial Bank for Africa (CBA) Executive Coaching Case Study

This publication presents the case of a leading African financial services firm — Commercial Bank of Africa Limited (CBA) — that has made the strategic decision to invest intentionally in the development of a coaching culture. CBA’s leadership is determined that a culture of employee engagement, empowerment and the use of coaching in leadership and management will enhance employee productivity and contribute to business performance.

CBA envisions an institution where every leader adopts a coaching style of management. By 2018, 40% of their staff will be trained as coaches to serve as an internal resource for the institution and provide a critical mass of coaches that ensures a sustainable coaching culture.

Leaders in the financial sector are under constant pressure and scrutiny to ensure the sustainability and profitability of their institutions. Executive coaching is fast becoming a critical tool globally to support leaders to achieve impact on business performance. Executive coaching is the delivery of structured one-to-one support, usually by conversation, by professional Executive Coaches to enable leaders to achieve specific organisational or leadership objectives over a defined period; and it closes the gap between potential and performance and enables the individual to optimise their contribution to the organisation.

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