All firms must be able to show consistently that fair treatment of customers is at the heart of their business model. Customers acquire financial products and services from firms they trust. The UK Financial Conduct Authority FCA does not describe exactly how fair treatment of customers can be achieved yet it stated several outcomes for consumers.

Outcome 1: Comsumers can be confident that they are dealing with firms where the fair treatment of customer is central to their corporate culture.

Outcome 2: Financial products and services marketed and sold meet the need for identified consumer groups and targeted accordingly.

Outcome 3: Consumer have clear information, are appropriately informed before, during and after the point of sale.

Outcome 4: Advices are suitable.

Outcome 5: Products perform as the firm have led the customer to expect and the associated services are acceptable.

Outcome 6: Consumers should not face unreasonable post sales barriers imposed by firms in term of changing products, making a claim or filing a complaint etc.

To define exactly what fair treatment of customers mean is quite challenging as it requires a corporate spirit of friendliness, understanding, flexibility, fairness and many other honorable attributes. It is how employees are trained and how management perceive the core of the existence of the company they run.