Who’s the Customer?
February 18, 2014
“If you ask your board, ‘who are your customers?’, you are likely to hear a lot of comments and no consensus.” That’s what I heard a speaker say to a group of association leaders last summer; and it has set me on a course of asking different groups this question: “Who is/are the MHSAA’s customers?” We allow respondents to allocate up to 100 points so they can give weight to their responses. Here’s what I’ve learned so far.
The board of directors of the Michigan Interscholastic Athletic Administrators Association (MIAAA) rated athletic directors as the top customer of the MHSAA (by a wide margin), followed in order by student-athletes, coaches and officials.
By an even wider margin, the MHSAA Student Advisory Council named student-athletes as the MHSAA’s top customer, followed by athletic directors and coaches tying for a distant second, and officials an even more distant fourth.
And the MHSAA’s governing body, the Representative Council, agreed that student-athletes are the top customer. Athletic directors were second, coaches third and officials fourth.
I suppose that when we ask audiences of coaches or officials or principals or others who they believe is or are the MHSAA’s customer(s), there will be some variation in the order of things. But I think we can already discern a comfortable pattern so far: everyone puts a premium on student-athletes. And that’s as it should be.
The MHSAA is unique among the state’s educational groups – we’re not an association of school boards only, or superintendents only, or principals only, or athletic directors or coaches or any other single group. We’re an association of schools, undertaking to represent all those groups and student-athletes themselves.
Representative Voices
April 4, 2017
The Michigan High School Athletic Association is governed by a Representative Council of 18 members and a designee of the State Superintendent of Public Instruction. It is important that this representative body actually be representative of the group it serves.
Of the 18 regular members of the Representative Council,
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16 have served as high school athletic directors, with an average tenure of 16.5 years. Eight have also served as junior high/middle school athletic directors, with an average tenure of 11.7 years.
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11 have served as high school assistant principals, averaging 6.2 years.
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5 have served as high school principals, averaging 6.4 years.
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3 have served as junior high/middle school principals, averaging 11.7 years.
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3 have served as superintendents or assistant superintendents, averaging 4.7 years.
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17 of the 18 have served as high school coaches, with an average tenure of 6.9 years. Seven have also served as middle school coaches, with an average tenure of 7.6 years.
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11 have been MHSAA registered officials. The average tenure has been 13.1 years, in an average of 2.1 sports.
To assure representation of both large and small schools in all parts of the state, the MHSAA Constitution requires that four Council members be elected from the Class A and B schools in four different geographic regions, and four be elected from Class C and D schools from those four geographic sections.
Five other Council members are elected by statewide votes, with two of those specifically designated persons serving junior high/middle schools, and one representing private and parochial schools. The public schools within the city of Detroit also have a representative.
To assure representation from females and minorities that might not occur through the election process, the MHSAA Constitution requires that the Council examine its makeup after each election and appoint up to a maximum of four persons at any one time to help address those deficiencies. The Council sometimes uses this appointment process to bring better representation to a part of the state that is underrepresented through the election process.
It goes almost without saying that nearly all of the Council members participated in competitive school sports and are the parents of participants in interscholastic athletics.
All in all, it’s a team with breadth and depth that touches most of the constituent bases of high school sports in Michigan.