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.
Vern Norris
February 20, 2018
For more than two decades, I’ve kept a photograph of Vern Norris on my office desk. I’ve intended this to be a daily reminder that much of what we are able to do now is due at least in part to people who have come before us.
Vern died recently at the age of 89, nearly 32 years after his retirement, having served on the MHSAA staff for 23 years, including as executive director from 1978 to 1986. He had been in declining health during the past year, but not declining spirit. Many people remember Vern as one who would be willing to help almost anyone at any time.
When, in Kansas City, I read his retirement announcement early in 1986, I sent him a congratulatory note. He responded with a personal call during which he asked of my interest in the job. Given my situation at the time – not on staff, not in the state and not in a school or sports administration – this seemed like a wild pitch. But he encouraged me to think about it and, well, the rest is history.
When I leave this job that I have now held and mostly loved for nearly 32 years so far, I intend to follow Vern’s lead. His was a most graceful exit. We spent only five days together in the MHSAA office; and while his advice since then has been rare, his support has always been well done.
I will miss seeing him at this winter’s tournaments and at the Officials Banquet May 5, an event that he began in his first year as MHSAA executive director, an event where we will honor another of Michigan’s officiating leaders with the “Vern L. Norris Award.”