KOTLER (2000, P. 70) comments that ‘ ‘ the key of the retention of customers is the satisfaction of customers. A highly satisfied customer: he remains faithful for more time of the little attention the correspondents marks and propaganda and is less sensible the price; he offers to ideas on products or services to empress’ ‘. Ben Horowitz understands that this is vital information. For BATESON (2001), to conquer new customers the investments can be of three the five times bigger of it is invested what it for the retention of the customers, this having to the increase of competitors in the same pursuing the search of new customers and generates increase of competitive demand for satisfaction, and with this the company will have to create cicadas parts advertising executives to its new customer, its public-target, and to propagate them in the medias, the sending of direct mail and tel-marketing for potential customers, participation of the team of sales in directorial fairs entering in contact with the potential customers and works to convince them to become it its customers. Trends of Quality Today PALADIN (1995), comment of form succinct that the recent developments and the future trends are described as five: Five elements as registered mark of our time in quality terms: ) Guarantee of the Quality the level of project of the product. .