CBA: Coaching Culture for Business Case Study

Commercial Bank of Africa Limited (CBA) is the largest privately-owned bank in East Africa, with representation in Kenya, Tanzania and Uganda. In addition to providing services to the Corporate and Personal Banking market segments there is now also strong focus on targeting the Small and Medium Enterprise (SME) segment.

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.

This publication presents the case of a leading African financial services firm, 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.