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.
Playing Time
December 20, 2013
I spent just enough time sitting on the bench during my high school basketball and college football careers to know I hated it, and I hurt for those who sat on the bench all the time. Even as a headstrong, self-centered adolescent, it occurred to me that not being able to play as much as one might want, or not at all, had to be a terrible feeling.
This greatly affected my approach to coaching football. As defensive coordinator, I would see who was not engaged on the first two offensive units and begin to teach these “extras” defensive skills and strategies. Several players found their niche and contributed either as starters or key reserves on defense.
I made it a point at the subvarsity level to give playing time every week to every player who was on time to and active at every practice that week; and I tried to give a start to every player who met all our team rules and responsibilities for the season.
I know from the reactions of these players and their parents that their attitude about our program improved as they became increasingly engaged with our football team. I saw also that they seemed to support their classroom teachers more, as well as other aspects of our school.
I’ve lost track of them, but I suspect these players and parents continued to be positive voices for the school for many more years – among the loud voices who would not support the transfer of sports from schools to community groups and private clubs. They would advocate more opportunities to be a part of school teams, starting in earlier grades.