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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.

Members of the Same Team

April 2, 2013

The Basketball Coaches Association of Michigan (BCAM) is a leader among our state’s high school coaches associations, as well as of its counterpart organizations for the sport of basketball across the US.

The MHSAA has partnered with BCAM in numerous ways, including the “Reaching Higher” program to help prepare high school student-athletes for the college experience and in the “Top Shooters” and clinic aspects of the “March Magic Hoopfest” which will return in 2014 after taking a year off due to facility conflicts at Michigan State University.

One of the longest MHSAA-BCAM partnerships has been the Basketball Officials and Coaches Communications Committee (BOCCC).  One of the committee members, Mitch Hubbard of Reading High School, offered these candid and insightful comments in BCAM’s March 2013 Monthly Report:

Look Through Someone Else’s Window

Look through someone else’s window was the name of our Sunday school lesson.  The entire lesson was about how we should stop and try to see things the way others do.

I sat through the class nodding my head in agreement.  I kept thinking of situations where if people would do this, many conflicts could be avoided.  If only people would look at both sides of things, then the world would be a better place.

I then thought about the relationships that I have had with officials for the last 27 years.  I have never stopped to think about what the official was thinking or what they might be going through.  I have never even cared much about their feelings or their life happenings.  It has always been about me, my team, and my situation.  I usually think that the “refs” are against me and my team.  How could they call that?  What are they looking at?  What have I ever done to him?  These are the thoughts that led to my usual obnoxious comments or statements.

This season I took on the position of athletic director.  Part of the job is to greet the officials and escort them back and forth to the locker room.  For the first time in my career, I have had good, honest, open conversations with guys that I have known for years.  I found out that these guys have families, careers, injuries, honors, and all kinds of day-to-day happenings.  Some live close by and some travel long distances to referee.  I was amazed as to just how much these guys were like me!

If only I had stopped and taken the time to have a normal conversation with these guys years before, my perception may have been different.  If I would “look through someone else’s window” and realize that officials are normal people, maybe some uncomfortable situations could have been avoided.  I suppose the same goes for officials.  If they would try to see things through the window of the coach, they might see more than a screaming madman.

Officials and coaches want the same thing.  They both love the sport and want to protect it.  We need to work together to improve and enhance the game.  Communication and relationships between officials and coaches is critical.  We need to stop and take the time to “look through someone else’s window” and appreciate them.