All banks must "register an accountable person" - in most cases an executive below the rank of CEO - "to hold end-to-end product responsibility for each product that the ADI offers.The measure, outlined in a letter to banks on Friday, follows a recommendation of the banking royal commission that identified deficiencies with respect to management of product responsibilities, "specifically in relation to the number and complexity of products, and the absence of clear end-to-end accountability for product management."This cocktail "led to adverse customer experience and outcomes," APRA said in a precis of the findings of the commissioner, Kenneth Hayne, earlier this year."APRA considers the core objective of its proposal being ADIs achieving heightened andclarified end-to-end accountability among senior executives for their products offered," Pat Brennan, executive general manager for the banking regulator's policy division told bank CEOs."End-to-end" in this instance does not end at the top, Brennan made clear."APRA does not consider it appropriate that the Chief Executive Officer of an ADIholds the end-to-end accountability for all of its products, except for smaller less complex ADIs," he said.This fuss is no sideshow for the consumer market.This APRA measure "applies to retail, business and institutional customers."APRA's proposal includes four key considerations namely, scope of accountability, coverage of products, mechanism, and joint accountability."