Brands that simplify customer decision-making are 115% more likely to be recommended.
This quote is taken from trendwatching.com and is credited to Corporate Executive Board (2012).
The idea behind posting this quote has more to do with donations than anything else. My aim is to create a smooth and easy donation interface on the PAA website. I have already discussed this previously in posts and during presentations. But the easier supporters find it to donate, the easier it is to donate. Simple as that.
My main aim is to open up online channels for the PAA to accept donations and therefore compete against other charities. Because, as it stands, the PAA does not factor in this arena.
Another area of consumer behaviour that simplification affects is trust. Big corporations are not transparent. They are coagulated messes of bureaucracy and corruption. This is where a simple interface coupled with donor updates will improve the PAA brand and increase brand loyalty.
Reference
Trendwatching.com (2013) April 2013 Trend Briefing: Clean Slate Brands. http://www.trendwatching.com/briefing/