Consumer group Which? urged banks today to put their customers ahead of short-term profits.
It is calling on the banks to introduce measures it says would help to restore trust in the sector, such as linking managers' pay to long-term incentives.
Which? wants to ban sales incentives and commission and instead rewarding staff for providing high quality service, as well as making all fees and charges fair, transparent and proportionate to the cost of providing the service.
It called on banks to make it easier for customers to switch accounts, while it says the best deals should not be restricted to new customers and that banks should make it clear whether products are covered by the Financial Services Compensation Scheme.
Other measures the group would like to see introduced include better support for those in financial difficulties, with charges and fees not allowed to contribute to their problems. It also wants banks to provide services for customers who are unable or unwilling to use online banking.
Peter Vicary-Smith, chief executive of Which?, said: "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.
"Which?'s Banking Manifesto will put consumers at the heart of banks' business and ensure that good customer service is put ahead of short-term profit."
The Future of Banking Commission was set up by Which? to get views from politicians, regulators and consumers on how the banking sector should be reformed.
