To make sure that doesn't happen, Mr Caudwell is laying on extra training and bonuses for managers.

BBC: Good customer service can be a rare commodity.

The charity Caudwell Children helped raise the money and spokesman Ben Sutcliffe said Ruby's story "touched many people's hearts".

BBC: Ruby Owen from Kidsgrove dies at Donna Louise Hospice

The Bomber Command Memorial Appeal secured funding from public donations and private donors John Caudwell, Lord Ashcroft and Richard Desmond.

BBC: London

Mr Caudwell said West Bromwich would have been a prime target for the grave robbers supplying the anatomy and medical schools that were being set up in Birmingham in the late 1700s.

BBC: Archaeologists

On the difference between the rich in London and elsewhere in the country, John Caudwell said there was "no comparison" between the "wealth factor and feel good factor between London and the sticks".

BBC: Rich will 'vote with their feet' on taxes

In Birmingham, John Caudwell, founder of Phones 4u, told the Today programme's Evan Davis that it would make a "colossal difference" to him personally but the correct decision must be purely economic and what is best for the economy.

BBC: Rich will 'vote with their feet' on taxes

Besides Branson (along with his wife, Joan), Pinchuk and Tan, the new Pledgers are: Andrew and Nicola Forrest (Australia), Patrice and Precious Motsepe (South Africa), Hasso Plattner (Germany), Vladimir Potanin (Russia), Azim Premji (India) and John Caudwell, Chris and Jamie Cooper-Hohn, Mo Ibrahim, David Sainsbury (all from the U.K).

FORBES: The Giving Pledge Goes Global -- Warren Buffett Details America's Latest 'Export'