Reflecting recent European and International trends, the Irish financial services sector has witnessed phenomenal technological and competitive developments, affecting consumer decision¿making and behaviour and forcing financial suppliers to re¿assess their approach to setting customer expectations and assessing the consumer experience. This study, using a purposive sample of financial services managers and experts, shows suppliers increasingly struggling to practice external accountability to their customers and internal accountability to their employees. In terms of external accountability, suppliers identified numerous brand¿related issues and challenges, including the increasing lack of brand differentiation and the difficulties in creating meaningful brand images, which are posing significant difficulties in creating positive and appealing customer expectations. In relation to internal accountability, suppliers highlighted the challenges associated with empowering their employees to provide a personal and superior service and meeting the evolving requirements of an increasingly diverse customer base. Recommendations are made in relation to the incorporation of consumer research, internal marketing and technology in order to provide a banking experience which facilitates supplier commitment and accountability to both customers and employees. © 2005 Taylor & Francis Group, LLC.