But those examples are not going far enough to be truly remarkable. They're still not putting the customer's interests ahead of their own. With Citi, how about

But those examples are not going far enough to be truly remarkable. They're still not putting the customer's interests ahead of their own. With Citi, how about instead of making giving your rewards to charity an option, make it the only option? That would be remarkable. What if KLM instead emailed me saying "we found a cheaper/more pleasant flight than the one you've already booked with us. Click here and we'll automatically change your reservation and refund you the difference, no fees." That would be remarkable.