Based on interviews with 10,000+ consumers in 7 countries, the Simplicity Index evaluated the simplicity of 500+ brands. Conclusion: Simplicity pays. (Download PDF)
 “Complicated processes + unclear communications = frustrated customers”
 What is the impact of simplicity on businesses, on customer, and on employees?
On businesses: Higher customer loyalty (75% will tell other people about the brand).
On customers: Greater willingness to pay (for simpler experiences, people would pay up to 5.9% more)
On employees: Increased employee motivation (companies that articulate a purpose simply and make it a central purpose for employees foster innovation.)