Now for a close look at how the simplification program is going. Simplification is central to our strategy of becoming the best bank for customers. Customers want to experience processes with fewer steps, more automation and more transparent outcomes. Fewer errors will mean fewer complaints and increased brand consideration. António has already detailed the progress we're making on reducing complaints. We're determined that simplification will enable us to reduce those FSA-reportable complaints to less than 1 per 1,000 in 2014.
Simplification will also generate significant financial benefits. I've previously described to you the iceberg effect, where simple processes and fewer errors and complaints leads to a virtual circle of lower cost to primary processes, generating fewer demands for secondary processes of error correction and rework, complaint handling and so on.
And whilst the majority of simplification benefits will flow to the bottom line, approximately 1/3 of the benefits over the life of the program will be used to fund investment in our strategic growth initiatives. For colleagues, simplification will eliminate low-value tasks, increase cross-skilling and free up time to spend with customers to deepen relationships and drive income growth.
Now hopefully, you recognize this slide from last year. Simplification is organized into 4 key streams: operations and processes, sourcing, organization, and channels and products. You'll see that at the outset to the program last year, we'd identified 111 initiatives. Now that number's grown to 183. This reflects the addition of new ideas as well as the deletion of some ideas that didn't provide the right financial payback. And this also reflects the added granularity of our plans as we move into delivery mode.With the core technical aspects of integration now complete, we've been able to move substantial and highly skilled resources onto our program of transforming the business and technology, harnessing automation and workflow tools, simplifying, and driving our cost.