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Client Success Stories: How Coaching Transforms Organizations
Case Study 1: Embedding Coaching into the Fabric of Transformation
(One of Thailand’s Largest and Most Trusted Financial Institutions)
Background
Faced with accelerating digital disruption, shifting workforce expectations, and the urgent need for leadership renewal, one of Thailand’s largest and most trusted financial institutions chose to invest in a coaching-based transformation. Rather than rely solely on external interventions, the organization committed to building internal coaching capabilities—turning coaching into a strategic enabler of engagement, innovation, and sustainable growth.
Strategic Coaching Ecosystem
Partnering with AcComm Group, the organization developed a long-term coaching strategy spanning over a decade. Since 2014, AcComm Group has:
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Designed and facilitated Leader and Manager as Coach programs across all leadership levels.
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Co-created an internal coaching ecosystem aligned with ICF standards and integrated into leadership frameworks.
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Developed internal coaches, enabling the organization to reduce reliance on external coaches—especially for young digital leaders after completing future-ready leadership programs.
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Provided executive and talent coaching to support succession readiness, performance growth, and cultural transformation.
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Advised on the design of the organization’s coaching infrastructure to support long-term sustainability and scale.
Results & Impact
The impact has been significant:
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Coaching is now embedded into leadership behavior expectations, performance conversations, and succession planning.
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The organization recorded exceptional levels of employee engagement and talent retention.
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Coaching became the preferred modality for leadership development, directly linked to performance, collaboration, and culture.
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The Chief People Officer received the ICF Bangkok Chapter Coaching Impact Award for championing coaching culture and its broader impact.
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The organization has been honored with multiple accolades, including:
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Global Leadership Development Awards
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HR Asia’s Best Companies to Work For, positioning it as one of Asia’s most desirable employers
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5 international awards from 5 leading global institutions, recognizing its excellence in digital financial innovation for businesses.
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The Role of Leadership
This transformation was championed by the organization’s visionary Chief People Officer, whose commitment turned coaching from a program into a philosophy. He empowered managers at all levels to adopt coaching as part of their leadership style and shared the organization’s journey across the broader business and coaching community—positioning the organization as a role model across industries.
Conclusion
Through strategic partnership with AcComm Group and unwavering leadership commitment, one of Thailand’s most respected financial institutions has demonstrated how coaching can be embedded into the very fabric of transformation—advancing inclusion, digital agility, and future-ready leadership at scale.
Clients' Success Case Study 1:
Clients' Success Case Study 2:
Case Study 2: Coaching for Leadership Continuity, Culture, and Organizational Resilience
(A Leading Thai Consumer Finance Company)
Background
In 2019, one of Thailand’s leading financial institutions faced a strategic leadership challenge: a large cohort of senior executives were approaching retirement, creating urgency to develop successors at all leadership levels. However, many current leaders lacked coaching skills needed to foster growth, engagement, and strategic capability in their teams.
With a visionary directive from the former CEO, the organization partnered with AcComm Group to introduce an intensive, ICF‑accredited coaching program. The goal was to build internal coaching capability to accelerate leadership development, deepen organizational agility, and prepare the next generation of leaders for seamless transitions.
Leaders began with AcComm Group’s Coaching Essentials and Principles Certificate Program — a comprehensive 60‑hour ICF‑accredited journey. Inspired by this experience, many leaders voluntarily pursued deeper mastery by training toward the ICF Associate Certified Coach (ACC) credential with AcComm Group’s guidance in training and mentoring.
Strategic Coaching Ecosystem
Since 2020, AcComm Group has worked closely with the organization to:
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Design and deliver Leader & Manager as Coach programs across leadership levels.
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Build a sustainable internal coaching capability aligned with ICF competencies.
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Develop internal coach practitioners, reducing long‑term dependence on external coaches, especially for young leaders after digital leadership workshops.
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Provide executive coaching and mentoring that directly supported succession readiness, performance acceleration, and culture development.
Results & Organizational Impact
The coaching initiative has become a strategic enabler of leadership continuity and organizational resilience:
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Leaders universally embraced coaching behaviors; a powerful example being the current CEO coached by the former CEO, demonstrating coaching as a leadership standard.
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The next generation of leaders were successfully coached and promoted smoothly, ensuring continuity and performance stability.
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Coaching became integral to leadership development and performance dialogues, spreading coaching habits across teams and functions.
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Leaders from all levels received intensive weekly practice, feedback, and ongoing support from AcComm Group facilitators.
Success & Recognition Beyond Coaching
The organization has also achieved broader institutional success and recognition, reinforcing its strength and innovation in the face of market challenges:
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Received the Product/Service Excellence Award at the Thailand Corporate Excellence Awards.
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Won the Outstanding Company Performance Award (Business Excellence) at the SET Awards. (The Stock Exchange of Thailand Awards)
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Recognized as the Best Public Company of the Year in Finance & Securities at the Money & Banking Awards.
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Honored for digital innovation, customer experience, and safety standards across multiple programs and platforms.
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Earned the prestigious NEWS Compass® Global Award – Distinguished Achievement in Coaching and Mentoring, highlighting world-class integration of coaching practices.
Leadership Commitment
This transformation was deeply supported by the Chief Executive Officer and senior leadership. The former CEO championed coaching as a key leadership mindset and succession strategy, while the current CEO—who was once coached by his predecessor—continues the legacy by embedding coaching into the culture.
Notably, the current CEO received the “Coaching Impact Award” from the ICF Bangkok Chapter, recognizing her commitment to advancing coaching in leadership. Under his leadership, coaching remains a critical capability, and leaders are actively encouraged to renew their ICF credentials and apply coaching in day-to-day leadership.
Executive support transformed coaching from a training program into a philosophy and organizational value, accelerating engagement, talent mobility, and long-term capability building.
Conclusion
This case exemplifies how a sustained coaching strategy—anchored in ICF‑aligned education, supported by long‑term partnership with AcComm Group, and driven by leadership commitment—can achieve strategic continuity, accelerate leadership readiness, and elevate organizational capability.
Through coaching, this institution has crafted a resilient, life-long-learning, people‑centric culture ready for future challenges—while earning regional and global recognition for performance, innovation, and excellence.
Clients' Success Case Study 3:
Case Study 3: Shaping a Culture of Feedback and Innovation
(A Family-Owned Export-Focused Consumer Goods Brand)
Background
In 2019, one of Thailand’s leading food export and manufacturing organizations faced a critical leadership transition. As the founding generation prepared to hand over leadership to the next generation, the organization recognized the need to shift away from traditional command-and-control management toward an innovative, participative, and feedback‑driven culture. The new leadership team aspired to foster open communication, constructive feedback, and collaborative problem‑solving across all levels.
To support this cultural shift, the new CEO engaged AcComm Group to partner in building coaching capability. The objective was to equip top and middle leaders with practical coaching skills—especially in active listening, inquiry, developmental feedback, and coaching conversations that support growth rather than merely operational problem‑solving.
Strategic Coaching Partnership
AcComm Group worked closely with the organization to design and deliver coaching interventions tailored to their leadership and culture goals:
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Implemented coaching skills training for top and middle leaders, emphasizing practice, reflection, and feedback.
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Focused on day‑to‑day application—leaders learned to ask before advising and to provide feedback that supports development.
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Supported leaders pursuing advanced coaching capability through structured mentoring and ongoing practice.
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Continued coaching support ensures alignment with desired cultural norms as future batches of leaders are trained.
The program spanned three months and included regular practice sessions along with opportunities to receive mentoring from AcComm Group.
As a result, leaders rapidly adopted coaching behaviors, including active listening, reflective inquiry, and constructive feedback—reshaping how decisions and dialogue occur across the organization.
Today, the CEO publicly acknowledges this shift, stating:
“I sincerely thank AcComm Group for partnering with us throughout this journey and for making our new culture possible through coaching capability development. Their ongoing support in preparing our next generation of leaders ensures that our desired culture continues to grow and thrive.”
Organizational Success & Recognition
While transforming leadership culture, the organization has also achieved notable business and employer recognitions, underscoring its balanced growth and strong performance:
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It was awarded “Best Company of the Year” in the mai (Market for Alternative Investment) category at the Money & Banking Awards for three consecutive years, highlighting excellence in corporate performance and sustainability.
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The organization was recognized as one of Asia’s most desirable workplaces through the HR Asia Sustainable Workplace Awards, affirming its commitment to employee engagement and inclusive culture.
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It has received industry accolades for export performance, quality standards, and sustained innovation in Thai food products, including Prime Minister’s Export Awards and global quality certifications—a testament to its market leadership and operational excellence.
Cultural Transformation Through Coaching
The coaching initiative did more than teach skills—it reshaped leadership identity and daily practices:
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Leaders transitioned from directive decision‑makers to coaching‑oriented facilitators of growth.
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Coaching conversations became a standard tool for performance development.
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A culture of feedback, psychological safety, and participative problem‑solving replaced fear‑based compliance.
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Leaders now model openness, curiosity, and empowerment—helping young successors thrive and confidently lead transformation.
Conclusion
This case showcases how coaching—designed with intention, reinforced through practice, and supported by leadership commitment—can be a powerful tool for cultural evolution.
By partnering with AcComm Group, the organization successfully shifted its leadership style toward a more inclusive, innovative, and future‑ready culture. These coaching efforts not only improved internal dialogue and leadership capability but also complemented the company’s broader success, industry recognition, and long‑term sustainability.
Learnings Across All Case Studies
These three organizations—each from different industries but united by vision—demonstrate how coaching can:
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Future-proof leadership through internal capability building
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Drive engagement, innovation, and strategic readiness
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Shift culture from directive to developmental
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Position HR and People Leaders as architects of transformation
AcComm Group is honored to be the long-term partner behind these coaching-enabled successes.
Testimonials
"A special thank to Atchara ’s insightful guidance and unwavering support throughout the program.
Atchara's expertise and facilitative style created a rich learning environment where reflection, practice, and growth came naturally.
This program has strengthened my confidence and clarity in applying the ICF competencies in real coaching scenario. It’s a powerful reminder that coaching is both a skill and a mindset—one that I’m proud to continue honing."
Pittaya Vorapanyasakul
President & Chief Executive Officer and Director at
Krungthai Card Public Company Limited (KTC)
(Client's Testimonial: Elevating Your Coaching Skills Program for Leaders - by AcComm Group)
"อาจารย์เจี๊ยบเก่งมาก ถ่ายทอดได้เข้าใจง่าย คำอธิบาย logical ตอบคำถามได้ชัดเจน หมดข้อกังขา มีตัวอย่างเยอะ ทำให้เห็นภาพตามง่ายขึ้น บริหารเวลาได้ดีมาก สามารถ engage สมาชิกในทีม และ ให้ความสำคัญกับนักเรียนได้เท่าเทียมกันโดยส่วนใหญ่
·เซสชั่น 1-1 mentor เป็นประโยชน์มาก เพราะได้ฝึกจริง ได้รับความเห็นที่มีคุณค่าจากอาจารย์เจี๊ยบ และได้รับไกด์ไลน์ที่ชัดเจนเพื่อทำให้การฝึกในครั้งที่ 2 รู้สึกมั่นใจขึ้นเพราะเห็นลำดับขั้นที่ชัดเจนในการ conduct coaching session"
Janejit Ladpli
Head of Public and
Corporate Affairs Division at
Krungthai Card Public Company Limited (KTC
(Client's Testimonial: Elevating Your Coaching Skills Program for Leaders - by AcComm Group)
I really appreciate and am proud to be a part of this program. The content and the discussion provide insightful information about coaching which helps me understand more in depth. The group size is just about right, as we are allowed to take turns to share our viewpoints, while still having sit back time to listen to the others at the same time.
Coaching is one of the best programs I’ve ever taken, and
it is certainly a life-changing course which allows me to become a better person. Coaching not only allows me to help others but also allows me to listen to my own voice, and to coach myself.
Thida Bunyalekha
Head of Auto Loan Division at
Krungthai Card Public Company Limited (KTC)
(Client's Testimonial: Elevating Your Coaching Skills Program for Leaders - by AcComm Group)
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"เนื้อหาเชิงลึกใน competency แต่ละตัว ช่วยเพิ่มความเข้าใจในพฤติกรรมที่ Coach ต้องแสดงออกมาในทุกขั้นตอนในกระบวนการ Coach
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วิธีการเรียน ที่เปิดโอกาสให้คนเรียนได้ Discuss และ Share มุมมองกัน
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Source of Learning ที่หลากหลาย ช่วยเสริมสร้างประสบการณ์ในการเรียนรู้
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การได้ฝึกปฏิบัติทั้งกับคนเรียน และ Mentor ช่วยสร้างความเข้าใจในการนำไปใช้จริง
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เป็น Program ที่ Coach หรือคนที่อยากเป็น Coach ควรต้องเรียน เพราะสิ่งที่ได้ คือความเข้าใจอย่างถ่องแท้ถึงพันธกิจที่ Coach ทุกคนต้องทำ เพื่อพา Coachee ไปสู่เป้าหมายที่ตั้งไว้"
Sudpratana Damrongchaitham
Head of Human Resources
Organization Development at
Krungthai Card Public Company Limited (KTC)
(Client's Testimonial: Elevating Your Coaching Skills Program for Leaders - by AcComm Group)
*Posted with permission from the leaders.
"The program was well-structured, with clear and practical content. The online format made it easy to manage my time and join the sessions conveniently. I also appreciated how the coach encouraged participation, making the discussions lively and engaging.
The program helped strengthen my coaching skills by providing practical tools and frameworks that I can apply right away."
Pranaya Nithananon
Head of Credit Card Marketing
Krungthai Card Public Company Limited (KTC)
(Client's Testimonial: Elevating Your Coaching Skills Program for Leaders - by AcComm Group)
"The program was very well-structured with an appropriate duration that allowed for deep understanding without feeling overwhelming.
The content was highly valuable, blending well-curated materials from both ICF and Accomm, which enriched the learning experience. The blended learning format, including discussions and group participation, was highly engaging and effective. The program also provided a deeper understanding of the ICF Core Competencies, helping to enhance both theoretical knowledge and practical application in a meaningful way.
This program has significantly strengthened my coaching competencies and enhanced my ability to apply coaching principles in real-life contexts. In my professional role, I am able to utilize these competencies as a "Leader as Coach," helping to develop and unlock the potential within my team members.
If the team members are like raw diamonds, the coaching competencies serve as the tools that help polish and refine them into their most brilliant forms. Beyond the workplace, the skills I gained from this program have also enriched my personal life. They have helped me build deeper understanding and stronger connections with the people around me, including my family, by fostering more empathetic and meaningful conversations."
Suwat Tepprecharsakul
Head of Credit Card Marketing Division at
Krungthai Card Public Company Limited (KTC
(Client's Testimonial: Elevating Your Coaching Skills Program for Leaders - by AcComm Group)
Everything was well-integrated — the content, participation, and opportunities to exchange ideas. What I found most valuable was the chance to revisit and review all the core coaching competencies once again.
Additionally, gaining insights into the PCC level has deepened my understanding of a more advanced and effective level of coaching. I believe I will be able to apply and practice it to achieve better results moving forward.
Sireerat Corvanich
Senior Vice President - Marketing at
Krungthai Card Public Company Limited (KTC
(Client's Testimonial: Elevating Your Coaching Skills Program for Leaders - by AcComm Group)
"การเรียนในโปรแกรมนี้ดีและมีประโยชน์มาก:
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ขนาดของกลุ่มเรียน เหมาะสม ทำให้ผู้เรียนทุกคนได้มีโอกาสฝึกฝน มีส่วนร่วมในการอภิปราย และแสดงความเห็นอย่างทั่วถึง
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เนื้อหามีประโยชน์ มีการเรียนรู้ที่ผสมผสานระหว่างความรู้และการฝึกทักษะ
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มี VDO ให้ชมทั้งของ ACCOMM และ VDO ของ ICF ซึ่ง VDO ของ ACCOMM นำเสนอได้ดี มีการสรุปประเด็นสำคัญและข้อพึงระวังในแต่ละ Competency ได้ดีมาก
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ได้ฝึกฝนทักษะการโค้ชในแต่ละ Competency ทั้งในระหว่างการเรียนในห้อง การฝึกกับ peer นอกห้องเรียน และการฝึกกับ Mentor แบบ one on one
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Mentoring one on one ได้รับ feedback ที่มีประโยชน์จากอาจารย์"
Wilailuck Supachokpanich
Head of Business Audit Division
Krungthai Card Public Company Limited (KTC)