Take for example this story: Yesterday I met a young woman in the event industry. Let’s call her Amy. Amy recently joined Monzo and got one of their hot coral prepaid MasterCards. Like most of Monzo’s young customers she really likes the service provided, but that commitment got tested when her card stopped working on vacation in Thailand. Rather than having to call an expensive international help desk number, she used the in-app support chat. Within minutes she’d learned that for security reasons the magnetic stripe on the card was disabled to force chip and pin authentication, and how to enable it herself in the app to make sure the older ATMs in Thailand could read her card. And just before she went on to continue her holiday, the support agent sent her a recommendation for the “best Pad Thai in Bangkok”, a place they visited themselves a few years earlier. So rather than just fixing a problem, Monzo helped Amy to make the most of her holiday.