"We're proud that Starbucks chose Square, as we share the value of always putting customers first, " said Jack Dorsey, co-founder and CEO of Square.

ENGADGET: Starbucks switches to Square for payments, invests $25 million and will support Pay with Square

Mr Hester added that while the banks had now largely fixed all their structural faults, they still had to return to putting customers first.

BBC: RBS boss admits banks became 'detached from society'

Presumably he is referring here to banks which clearly were not putting their customers first.

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Corporate America is replete with examples of companies that are far more successful than their competitors not despite their commitment to high overarching missions worthy of being served and outstanding records for putting the interests of customers first but because of them.

FORBES: Why Adam Smith Was Only Half Right

Putting the bundle into the first fare screen rather than throwing add-on fees at customers after they select a price is American's attempt to ease the "nickel and diming" effect, Mr. Elieson said.

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