COACHING METHOD IN INSURANCE COMPANIES

Majority of business entities and insurance companies are ready to accept changes, but reluctantly accept models, approaches and methods of highly developed countries due to specific cultural and social conditions.
Starting with information obtained by analysing relevant literature in that field, the main purpose of this paper is to show the trend of implementing the coaching method in insurance companies in Serbia. Companies implementing this method recorded an increase in performance in several dimensions of growth and development – employees and the company. Implementation of the coaching method was considered on a sample of 10 insurance companies by using a survey.
The paper presented the extent to which insurance companies in Serbia accepted the coaching as a successful method for employees’ development, but also for increasing the efficiency of a company. Survey results showed that insurance companies used coaching as a method for employees’ development and recorded its positive impact, but that they have not yet established a coaching climate in a company.
Conclusions based on theoretical statements and considerations of the survey results indicated the need to introduce the coaching method in insurance companies where this concept has not been practiced so far.

Key words: coaching method, education, insurance companies, employees’ development, performances.