Tailoring communication

By incorporating a ‘decision-style’ dimension into the classification, TrueTouch can be used to help tailor not only the channel but also the style of communication and content to help you execute more sophisticated contact strategies.

For example, if an individual falls into a TrueTouch segment where the dominant decision-style is ‘Experiential’ then it is important that the style of the communication is fun and entertaining. In contrast, individuals falling into TrueTouch segments which are predominantly ‘Inquiring’ in their decision style prefer communications that provide detailed information to help inform their decisions.

For this application, TrueTouch works very effectively in combination with Experian’s established socio-demographic classifications such as Mosaic, where Mosaic provides insight into who to target, and TrueTouch helps determine how to target them using the most appropriate channel and style of communication.