Banks have been called on to improve their services by putting their customers' needs first.
Consumer group Which? claims banks have fallen into a habit of providing substandard service and is recommending a series of changes to address the issue.
Among the measures the group would like to see implemented are reward schemes for staff that provide high-quality service, and a simpler system to allow customers to switch accounts.
Furthermore, the organisation believes any charges incurred by customers should be fully transparent and proportionate to the cost of the service being provided.
It has called on a combined effort by banks to help customers that get into financial difficulty, without adding to their problems with additional fees. Peter Vicary-Smith, chief executive of Which?, said the industry needs to focus on quality customer service rather than its own profits.
"Banks have been allowed to ride roughshod over their customers for too long. Mis-selling, poor products and unsuitable financial advice have become the cornerstone of the banking culture and this must change," he commented.
He added that his organisation's Banking Manifesto will reposition the customer "at the heart of banks' business".
