Cuttyhunk Bank

Study Questions 5.1

Cuttyhunk Bank (A)

1. How do you evaluate the message Wilson gave Brock? Brock’s E-mail? The April 25 letter?

The message given to Brock by Wilson was dismissive of the bank’s customers/depositor’s.  In attempting to navigate depositor’s away from the meeting it appears that Wilson was hiding information.  Brock sought out guidance from Wilson, who in turn offered what could have been meant to be an off-handed comment that was taken seriously and conveyed into the e-mail.  Brock’s e-mail is representative of the facts we were given in the book.  She conveyed the message from Wilson as she heard it, as well as, taking direction from the letter.  The April 25 letter is short and not inclusive of all the information a depositor would need to make an informed decision.  However, it does invite the depositor to not actively participate in the decision-making process they are entitled to.

1. Did flaws in the use of content, logic, evidence, or argument lead to this problem?

The letter contains argumentative flaws.  In the letter Wilson states that the bank is seeking conversion approval and that if approved it would enhance Cuttyhunk’s ability to serve its customers.  It does not state how it would happen.  There was no additional information provided nor any information given as to where additional information could be found.  Due to the lack of sufficient argument it also impacts the content of the letter by not giving the audience all the information to be completely understand the impact of their decision.

1. What messages does Cuttyhunk need to send out now? How?

At this point, Cuttyhunk needs to provide a swift and fully detailed message to all its customers.  It would be wise to immediately delay the vote; to inform customers by responding to those that call in to the bank, by a follow-up letter, mass e-mail, robo-calling and in person of the delay and then have not one but maybe up to three special meetings for its customers.  If, they continue on the current path then customers may rightfully believe that the bank is hiding something.  Although, there are other legal considerations, ultimately the bank serves people and must retain customers.