A firm must act to deliver good customer outcomes for retail customers.
This means customers get products that are designed to meet their needs, represent value for money, and that they have the information and support they need to be able to make informed decisions that are in their financial interests.
A customer should have enough information and support to decide if, for example, they want a bank account, and if so, which one is right for them. Good outcomes will be different depending on the customer's needs and objectives. A good outcome for someone starting a business will be different to that of someone planning for retirement.