24. The customer-service pision of Mammon Savings1 and Loan recommends that
the best way for the bank to attract new customers and differentiate2 itself from its
competitors is to improve its service to customersspecifically, by reducing waiting
time in teller3 lines, opening for business 30 minutes earlier, and closing an hour later.
These improvements, it is argued, will give the bank the edge over its competitors and
make it appear more customer-friendly. For the most part this recommendation is
well-reasoned; a few concerns must be addressed, however.
First, the author assumes that Mammon's competitors are similar to Mammon in
all respects other than the ones listed. In fact, Mammon's competitors may be more
conveniently located to customers, or offer other services or products on more attractive
terms than Mammon. If so, Mammon may not gain the edge it seeks merely by
enhancing certain services.
Secondly4, the author assumes that the proposed improvements will sufficiently5
distinguish Mammon from its competitors. This is not necessarily the case. Mammon's
competitors may already offer, or may plan to offer, essentially6 the same customer-
service features as those Mammon proposes for itself. If so, Mammon may not gain the
edge it seeks merely by enhancing these services.
Thirdly, the author assumes that Mammon can offer these improved services
without sacrificing any other current features that attract customers, in fact, Mammon
may have to cut back other services or offer accounts on less attractive terms, all to
compensate7 for the additional cosplayts associated with the proposed improvements. By
rendering8 its other features less attractive to customers, Mammon may not attain9 the
competitive edge it seeks.
In conclusion, Mammon's plan for attracting new customers and differentiating10
itself from its competitors is only modestly convincing. While improvements in
customer service generally tend to enhance competitiveness, it is questionable whether
the specific improvements advocated in the recommendation are broad enough to be
effective
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