Under the Consumer Duty, it isn’t enough for a firm to say it wants to deliver good outcomes — it must be able to show how it achieves them and assess whether those outcomes are genuinely being delivered. This includes having clear, documented actions that support customers through every stage of their journey.
A good starting point is to ensure that all actions taken by the firm, from the advice given to the way support is delivered, are aligned with the desired customer outcomes. This means going beyond compliance and considering how your processes, systems, and communication methods help all customers — including those with different or additional needs. For example, reviewing how you structure conversations, the format of your written communications, and even the hours your services are available can all make a tangible difference.
It can also help to map out the customer journey and identify touchpoints where you can add value. This might include enhanced support during onboarding, more accessible communication channels, or clearer guidance when complex information is provided.
