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.
Summer School Sports
October 14, 2014
We are talking statewide about changes in MHSAA policies that some constituents think are overdue but that many other constituents find are over the top. For example:
- Permitting MHSAA member junior high/middle schools to engage students prior to the 7th grade, and to schedule longer contests, more contests and even MHSAA Regional tournaments; and
- Permitting member school coaches to engage more with their student-athletes outside their defined school sports seasons.
From my perspective, these are the kinds of moves to make to assure a future for school-based sports, for wherever and whenever we have paused or imposed a restriction, there and then non-school coaches, programs and “handlers” have moved in; and some of them have not played nicely. And the more I’ve seen non-school currents pollute the waters of school sports, the less I’ve wanted to restrict the engagement of school coaches out of season or confine school sports to traditional seasons.
What we are talking about today are not only overdue changes, they are insufficient if we really want to return school sports to the central, most coveted and compelling sports experience for youth. To more certainly assure that future role, we should be doing more than merely adjusting our outdated junior high/middle school programming to fit the modern world where children begin to play at younger ages and compete at higher levels than is currently allowed for MHSAA member schools. Our 1950s philosophy for the junior high/middle school level does not fit 2014 reality.
But we shouldn’t stop there. We should also be rethinking and retooling the high school level with an innovative school-sponsored and conducted summer season that includes school seasons and MHSAA tournaments in ...
- Coed team tennis.
- Coed golf in the Ryder Cup format.
- Non-contact 7-on-7 football for boys, and flag football for girls.
And there obviously could be much more that would be fun and engaging and educational for our students.
Certainly, there will be objections, and most will center on finances. But if non-school sports have figured out ways to finance programs in what are now our off seasons, we too can figure out ways to pay for our new summertime programs.