of Farmer’s commensurately decreased. People’s Bank provided retail services to a basically
middle class clientele.
Assessing Branch Productivity
Although it is clearly necessary to have some measure of branch performance, there is consider-
able disagreement in the industry about what should be measured and how to measure it. Several
different measurement and reporting techniques are currently used by different banks to evaluate
branches. Ann decided to compare the formal branch performance evaluation systems that peer
banks use to see whether one would fit at NNB.
Measuring productivity is often a simple matter for many individual jobs, but can become
complex for branches with multiple goals. For example, if teller A handles 200 transactions per
day whereas teller B handles 250 transactions, teller B is more productive, other things equal.
However, if those tellers handle different types of transactions, then the raw data given is no
longer sufficient, and the transactions must be weighted according to standard times. If teller
A’s 200 transactions were judged to require 8 standard hours whereas teller B’s 250 transactions
required only 7.5 standard hours, then teller A would be considered more productive.
Evaluating branch productivity is more complicated than evaluating individual tellers.
There are multiple strategic directives, such as customer satisfaction, profitability, growth of
the customer base, and so on, that are all measured differently and cannot easily be combined
into a single measure. But even when profitability is the only goal, there are often multiple
measures that should be consulted.
For example, assume that profit is derived from only loans and deposits. Due to a lack of
match-funding
2
the net interest earned on the loan and deposit portfolios can vary widely. In
some years, loans are highly profitable whereas deposits are marginally so, in other years the
reverse is true. If measured on profit alone, branches that are very good at generating checking
accounts may be viewed as excellent branches one year and poor performers the next—even if
they are performing at a sustained level of excellence in generating deposits. Consequently,
gross profit may not always be an appropriate performance measure. Because of these difficul-
ties and others, branch effectiveness can be difficult to assess.
Branch Managers Revolt
The problem of evaluating branches was brought to the forefront by a cabal of the former
People’s Bank managers. It was already known that they had lower ranking than other
branch managers, but they had believed that this was due to the merger process and that salaries
were relatively equal. When they inadvertently discovered the wide gaps in salaries between
branch managers (see Exhibit 5.1) they were furious. They demanded that Ann bring their
titles and salaries up to the level of the other managers.
Clay Whybark, President of NNB, was against any pay increases. He believed that the
former People’s branches were not producing as well as the others and that their managers
should be paid accordingly. Realizing that his “feel” was not going to be good enough to placate
his branch managers, he instructed Ann to come up with an objective method of determining
how well the branches were doing.
2
“Match funding” refers to how a bank funds its loans and deposits of different maturities. As a simplified
example, for a bank to loan money for a 30-year mortgage, it can get the money for the loan from the
overnight federal funds market or a long-term deposit account. If it funds a long-term loan of 10 percent from
a long-term deposit of 5 percent, the loan is match funded and is guaranteed to be profitable. If it funds the
long-term loan from the short-term overnight market, there is a danger that the overnight rates may rise
substantially over the course of the loan, making the loan unprofitable.
206 Chapter 5 Linear Programming: Data Envelopment Analysis