Therefore, the dynamics of our relations with the clients becomes a key element of our model of business. How we can improve the experience of interaction between the clients and the company - one is the acquisition of products or of the benefit of services with the objective to create a loyalty feeling that is reinforced with the passage of time and as more transactions are made, it is a fundamental question that we are due to do and to solve. Only thus we will be able to create barriers of exit in a more and more competitive market and where the concrete products are different less and less. With a more and more demanding consumer and extreme facildad of change, the establishment of a suitable dynamics of relations will help us to that when arises some problem - inevitable -, the affected client gives another opportunity us. To generate bonds sentimental or to define new ways of interaction company-client in the benefit of services or the process of product purchase, in which a greater value is provided, is some of the innovation challenges that the companies have in this scope.