Now, we're seeing a second wave of innovation in which upstart competitors are forcing the banks to deliver a more customer-friendly experience both online and through mobile devices.
Faced with cut-price competition from supermarkets, the company, which has almost 1,000 petrol stations nationwide, believes that offering free, customer-friendly service to motorists will encourage loyalty.
Changing it to once a month would have been an improvement, but the final decision to go to a "one and done" system is a more customer-friendly decision.
Male and female employees alike are young, attractive and dapper, and there's a keen focus on using tech and charm to make the whole experience less stressful and more customer-friendly.