Coaching to Drive Transformation Through Empowerment at AEON Vietnam

This downloadable resource tells the story of how AEON Vietnam Company Limited built an impactful coaching and leadership development program that gained recognition from ICF in its Coaching Impact Awards program.

Every year, ICF honors organizations with coaching programs that meet rigorous professional standards. The Coaching Impact Awards celebrate the best of coaching and ICF through various categories that encompass the multifaceted aspects of the profession.
In 2024, AEON Vietnam Company Limited, a leading retailer in Vietnam under AEON Co., Ltd, based in Japan, earned the prestigious ICF Coaching Impact Award for Emerging Organization. This recognition is a testament to AEON Vietnam’s strategic commitment to harnessing the power of coaching to drive organizational growth and development.

When the pandemic struck in 2020, AEON Vietnam faced a pivotal moment. The global crisis became a catalyst for transformation, motivating leaders to boost innovation and collaboration while maintaining team morale. The company focused on employee retention, innovation, and inclusion, recognizing the need for diverse perspectives and skill sets to navigate the evolving retail environment. To integrate employees and foster new ways of working, AEON Vietnam launched an internal coaching program to promote individual and team development.

Coaching was made available to all of AEON Vietnam’s 5,000 employees through both external and internal coach practitioners. Since the coaching program’s launch in 2020, 3,500 of AEON Vietnam’s staff have received coaching, with applications continuing to pour in. Coaching enabled AEON Vietnam to meet targets of engagement and retention and not only survive but thrive during the pandemic. By building upon its existing team, AEON Vietnam was able to promote from within to fill several key positions. This approach saved the company money – over 200% compared to hiring externally.

Measurable results of coaching included:

• A 12% increase in the High-Performance Team Survey from 2021-2023.
• A 7% percent increase in coaching recipient satisfaction scores from 2022-2023.
• A score 115% higher than the industry average in Vietnam on the 2023 Happiness Workplace survey.

This case study will provide inspiration and actionable ideas for coaches and organizational leaders who want to build a strong coaching culture that permeates all levels of an organization and enables employees to thrive in even the toughest of times.