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Therefore, a follow-up of the strategy followed with the CRM system in the period from 2011-2016 has been performed in this article. By properly using this technology, the company has been able to identify opportunities and threads in the market where it operates. This analysis has enabled the firm to develop mass-customized strategies facing its real and potential customers. This case proofs good practices in the use of CRMs in the restaurant industry. The case provided has become a referent in this field.<\/p>","DOI":"10.4018\/ijwp.2016010101","type":"journal-article","created":{"date-parts":[[2017,3,20]],"date-time":"2017-03-20T14:37:46Z","timestamp":1490020666000},"page":"1-12","source":"Crossref","is-referenced-by-count":0,"title":["Segmenting Markets by Means of CRMs"],"prefix":"10.4018","volume":"8","author":[{"given":"Carmen De Pablos","family":"Heredero","sequence":"first","affiliation":[{"name":"Business Administration, Social Sciences Faculty, Rey Juan Carlos University, Madrid, Spain"}]},{"given":"Cristina","family":"Gallego-G\u00f3mez","sequence":"additional","affiliation":[{"name":"Social Sciences Faculty, Rey Juan Carlos University, Madrid, Spain"}]}],"member":"2432","reference":[{"key":"IJWP.2016010101-0","doi-asserted-by":"publisher","DOI":"10.1002\/smj.4250140105"},{"key":"IJWP.2016010101-1","first-page":"7","article-title":"Customer experience: Dise\u00f1ar experiencias de cliente para a\u00f1adir valor","volume":"7","year":"2013","journal-title":"Innovation Edge"},{"key":"IJWP.2016010101-2","first-page":"10","article-title":"Big data: Es hora de generar valor de negocio con los datos.","volume":"6","year":"2013","journal-title":"Innovation Edge"},{"key":"IJWP.2016010101-3","doi-asserted-by":"publisher","DOI":"10.2307\/2393553"},{"key":"IJWP.2016010101-4","doi-asserted-by":"publisher","DOI":"10.7200\/esicm.152.0463.4i"},{"key":"IJWP.2016010101-5","doi-asserted-by":"publisher","DOI":"10.1002\/(SICI)1522-7138(199723)11:4<6::AID-DIR3>3.0.CO;2-T"},{"key":"IJWP.2016010101-6","doi-asserted-by":"publisher","DOI":"10.1111\/j.1540-5885.2010.00768.x"},{"key":"IJWP.2016010101-7","first-page":"46","article-title":"Estrategias CRM en Empresas de servicios: Recomendaciones directivas para su implementaci\u00f3n.","volume":"5","author":"A.Garrido Moreno","year":"2012","journal-title":"Direcci\u00f3n y Organizaci\u00f3n"},{"key":"IJWP.2016010101-8","unstructured":"Gartner. 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