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.
BOTF
March 14, 2014
When MHSAA staff asked our Student Advisory Council, “How do we have a sportsmanship program that isn’t boring?,” the answer that emerged was the MHSAA’s Battle of the Fans.
On Feb. 21 we announced the winner of the 3rd Battle of the Fans - Beaverton High School (see related story). But all five finalists, and dozens of applicants, demonstrated that attendance at high school sporting events can become THE thing to do, and it can be done with both great spirit and high standards of sportsmanship.
On Feb. 16 the Student Advisory Council reviewed the finalists’ videos and the reports of site visits by SAC members and MHSAA staff; and I listened to the discussion. Here’s what I discovered they were looking for . . .
- Authenticity and consistency – not just a one-night thing; but spirited, sportsmanlike support all season long, for multiple sports.
- Not only the absence of poor behaviors, but great originality in demonstrating good behaviors.
- Inclusiveness – conducted in ways that invite all kinds of students to be involved, encourage middle school students to learn good sportsmanship and is welcoming to adults as well.
- Change. Which school and community was most changed since getting involved with the BOTF this year or over the past two or three years?
I have said often that we want the BOTF to be great fun. But it’s also intended to make a great positive difference in school sports in Michigan. And it is. Crowds are both much larger and much better behaved where the BOTF has become important. And the positive change in one school/community is helping to change neighboring districts and entire leagues.