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.
Don’t Look Back
November 23, 2011
In August of 1986, at the end of the one week of overlap between the previous MHSAA executive director, Vern Norris, and the start of my tenure, I found an envelope on my desk from Mr. Norris that read: “No words of advice. Just make your decisions and don’t look back.” That’s Lesson No. 5 of six in this series of blogs.
In our work, time is of the essence. We don’t have the luxury of long deliberations. The next game may be today; the next round of the tournament tomorrow.
In our work, staff is limited. We don’t have subpoena power. We have few staff spread thinly over many responsibilities.
In our work, because it’s in a competitive arena, people are sometimes disingenuous. Some have personal agendas, impure motives sometimes. They care who wins and loses; we don’t.
And most people have miserable memories. I’m skeptical that people recall well the details of events; and people are even worse when recalling details of conversations.
So, in our work, we make one more call and then, with good intentions and reliance on rules, we get on with the decision and try not to look back.
It’s hard to do, but a good deal healthier if we can.