Even at its worst the open market is the best 'incentivisor' for innovation and good customer service in financial services.

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Since Intuit is primarily a services firm, it cares more about offering a good customer experience than promoting a specific mobile payment technology, Hylen said.

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The Consumer Council for Water South West (CCWater South West) said the rebate was good for customer relations, but consumers were still paying a "disproportionate" price for water services.

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Such services should be offered in a transparent and fair way through reasonable, risk-adjusted fees and good customer service.

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