The following appeared in a memo from the customer service division to the manager of Mammon Savings and Loan:
“We believe that improved customer service is the best way for us to differentiate ourselves from competitors and attract new customers. We can offer our customers better service by reducing waiting time in teller lines from an average of six minutes to an average of three. By opening for business at 8:30 instead of 9:00, and by remaining open for an additional hour beyond our current closing time, we will be better able to accommodate the busy schedules of our customers. These changes will enhance our bank’s image as the most customer-friendly bank in town and give us the edge over our competition.”
Discuss how well reasoned you find this argument. In your discussion be sure to analyze the line of reasoning and the use of evidence in the argument. For example, you may need to consider what questionable assumptions underlie the thinking and what alternative explanations or counterexamples might weaken the conclusion. You can also discuss what sort of evidence would strengthen or refute the argument, what changes in the argument would make it more logically sound, and what, if anything, would help you better evaluate its conclusion.
This argument is persuasive and fairly logical. The primary flaw lies in the assumptions upon which it rests. The proponents of this argument assume that having customers wait in long lines is an inevitable consequence of providing better service. However, it has been my experience that banks, at least in the United States, are moving away from long teller lines and have instead set up automated teller machines (ATM’s) that dispense cash and require only minimal interaction with a teller. The advent of banking technology has eliminated the need for long lines altogether
The proponents of this argument also assume that staying open an extra hour will increase their bank’s customer base. However, this argument is flawed on several levels. First, it assumes that most customers prefer an early closing time to a late one. This is a questionable assumption. Many people, particularly working people, prefer a late closing time, since it means they can enjoy an hour or two of leisure time after a busy day. Also, opening early and closing late is not feasible for most banks. Opening early would require that the tellers be on duty before the store opens, and closing late would require that the teller be on duty when the store closes, which would be too taxing a schedule. In addition, banks that open early and close late must be equipped with enough workers to handle the increase in business. This would cause the turnover rate to increase dramatically, which would ultimately result in lower employee morale and poorer customer service
Finally, this argument assumes that opening at 8:30 instead of 9:00 and remaining open an hour later will better accommodate the needs of customers. However, customers of Mammon Savings and Loan will have plenty of options. Other banks, both local and online, will remain open later and offer the same services. The customers of Mammon Savings and Loan will be left with no choice but to go to one of these competitors or change their banking needs
Furthermore, the assumption that opening at 8:30 and remaining open an hour later will increase the bank’s image as ‘the most customer-friendly bank in town’ is flawed. Customers of Mammon Savings and Loan will have plenty of options. Other banks, both local and online, will remain open later and offer the same services. The customers of Mammon Savings and Loan will be left with no choice but to go to one of these competitors or change their banking needs
This line of reasoning is flawed on numerous levels. First, there is no evidence that opening earlier or staying an hour later will result in improved customer service. All it does is shift the problem from one end of the bank to the other. If customers have to wait longer in long lines, their patience will be sorely tested. In addition, customers will be pushed aside by other customers as their line moves through the teller window. Customers waiting in line will be subjected to rude or impatient attitudes from the bank employees, and they may question why their bank is in such a rush. If the customers of the Mammon Savings and Loan decide that their hours are not convenient, they will go elsewhere, and the improved customer service will be wasted
The bottom line is that the proponents of this argument have not thoroughly considered the consequences of their proposal. Their assumptions are flawed, and the consequences are far worse than what they envision. Customers will be inconvenienced, and the bank’s image will suffer as a result.