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.

Perspective

July 9, 2018

(This blog first appeared on MHSAA.com November 2, 2010)

Each summer I put together a list of all the problems we’re addressing and all the projects we know we’ll be working on through the MHSAA during the year ahead. It’s always a long list, and accomplishing just a few items would make any year a good year.

So, this requires that we try to decide between all that we might do and all that we must do. And here’s a reminder of one thing we must do.

When I ask school and community groups with whom I’m speaking about what they think the problems are in school sports, the most popular responses from these constituents are (1) too little funding, and (2) too many misdirected parents; or sometimes that order is reversed: over-involved parents and under-funded programs.

I like to caution people that in some situations, our students suffer from too little adult engagement in their lives and that, almost everywhere, interscholastic athletics benefit greatly from the time and energy parents and other adults volunteer to help local programs operate. But I get the point of what I’m hearing.

These and other responses I hear – serious as these cited problems can be – may merely be symptoms of the single, fundamental issue that’s at the heart of all the others. That’s perspective.

  • Too little money for schools and sports?

  • Perspective – spending money on less essential things.

  • Pressure-packed parents?

  • Perspective – people focusing on adults’ desires more than students’ needs.

  • Poor sportsmanship?

  • Perspective – forgetting or never learning the pure purpose of educational athletics.

  • Too much specialization?  Too much year-round competition?

  • Perspective again.

  • Too much talk of college athletic scholarships?

  • Perspective once again.

In essence, almost all issues arise from matters of perspective. At their root, almost all problems are problems of perspective.

What can we do about this?

I don’t have the perfect prescription; but one thing is certain: we can’t relegate this to an afterthought. We cannot hope to make time to address this problem each day; we must plan to make time for it each day.

We need to model a positive perspective. Point to it when we see it. Explain it. Reward it.

It can’t be left to others. We are the guardians of proper perspective. It’s Job 1.