The SM&CR is intended to help meet this objective. The FCA have also called on firms: "to demonstrate how they are delivering a culture that rewards good conduct, that sets out clear accountability and encourages good decision making."

Under the SM&CR, the chair person, chief executive, directors and senior managers of a business have prescribed responsibilities with a new set of conduct rules as the foundation for how all those involved in the business should behave. One of those rules is that: "You must pay due regard to the interest of customers and treat them fairly."

But as a senior manager or a non-executive chair, how can you evidence that all your clients are being treated in line with the new conduct rule? Simple - ask them and ask your employees. Investor in Customers' (IIC) unique 5-minute independent online survey puts in place a methodology and process to continually improve the customer experience, whilst also helping to meet the needs of the fourth conduct rules. Not only does this provide clear evidence of your client centricity and employee understanding for the need to focus on clients, our results show a clear correlation between enhancing the customer experience and improving profitability.