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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.

Making an Impact

September 11, 2012

Here’s a provocative statement by David Gergen, professor of public policy and director of the Center for Public Policy at Harvard’s Kennedy School of Government, and a frequent political analyst for CNN:  “The nonprofits making the greatest impacts these days are entrepreneurial, adaptive, outward-looking, and sometimes a little messy.”

I like that, and I think using these four features or criteria to evaluate the MHSAA now and in the mid-range future would be good for those we serve.

  • Are we entrepreneurial?  How could we be more so?

  • Are we adaptive?  Are we flexible in how we do things?

  • Are we outward-looking?  Are we impacting school sports broadly and deeply?  Does the impact have staying power?  Are schools better because of what we do?  Are communities stronger for our doing it?

  • Are we sometimes a little messy?

I suspect that if we are the first three – entrepreneurial, adaptive and outward-looking – then messiness is a natural byproduct.  There will be starts and stops, failures before successes, changes.  There will be disagreements and compromises.

I suspect that we will have to tolerate a little more messiness if we are to move forward, even faster than we have, and if we are to have impact, even greater than we have.