RACE THROUGH THE FINISHLINE
WITH YOUR CUSTOMERS
Customer Segmentation and Profiling of CredRev

By: Shan Dhaliwal, Kayla Normandeau, Navneet Kaur, Simran Chabba, Carina Banwait.
University of the Fraser Valley | Supervisor: Professor David Dobson

INTRODUCTION
During a semester long research project,
our research team analyzed the CRM
of CredRev, an auto financing company
based in Kelowna, BC with customers all
over BC.

RESEARCH METHODOLOGY

RESULTS
Penny Pinchers			

Oldie Goldies		

Hard-Working Spenders			

High Rollers

A sample of over 950 leads was used for
statistical testing. Scale variables from the
file include customers’ monthly income
and monthly car payment.
These variables were used to create a
scatter plot for quadrant segmentation.
Based on the four quadrant
segmentation, we used cross tabulations
to compare each segment against the
nominal variables: location in BC, housing
type, employment type, and desired
vehicle type.

With the help of CredRev and our
supervisor, Professor David Dobson,
we were looking to conduct a customer
segmentation of CredRev’s CRM in order
to create meaningful customer profiles.
The result is four unique customer
segments that we were able to define and
elaborate on.

CUSTOMER PROFILES
RESEARCH OBJECTIVE
1. To perform customer segmentation and
profiling for the chosen organization.
2. To promote greater CRM strategies
with the use of customer databases.
3. Ultimately, increasing the amount
of customers for CredRev by further
understanding their customer segments
and profiles.

PENNY PINCHERS
High unemployment rate, aged 25-30, new graduates, on a budget, live in
Vancouver

OLDIES GOLDIES
Retired individuals (65+), disposable income, convenience over luxury, live
near Vancouver Coast

HARD-WORKING SPENDERS
Smallest segment, part-time or full-time employed, majority males in their
early 30’s, high monthly rates, prefer larger vehicles (trucks)

HIGH ROLLERS
94% full-time employed, late 30’s to early 40’s, low monthly payments,
wealthier than other segements, newer vehicles, prefer SUVS (family
friendly preferences)

CONCLUSION
Through customer segmentation using
SPSS crosstabulation, we identified four
distinct customer segments, that the
salespeople of CredRev can use to help
with their sales process.
It was important to add further profiling
to these segments to improve selling
techniques. The four customer profiles:
Penny Pinchers, Oldie Goldies, HardWorking Spenders, and High Rollers,
provide more insight into wants and needs
of customers who fall into one of these
profiles.