| Sumario: | Organizations exist for the purpose of creating value and live for creating richness. Nevertheless these purposes today result more and more complex to achieve optimally, due to difculties, rivalries and limited conditions where all organizations work in a more globalized world. People are still an end and a means for the enterprises; in this context the customer roll they develop is determining for the revenue of this enterprises which produce and provide services to satisfy them. This process is determined by tastes, preferences, culture, values, and principles among other elements that constitute the real and potential customers profle, therefore the companies have recognized the importance of the inside-out growth, founded on a backed up productive effectivity, external logistics, marketing, sales and above all a special service designed and developed on a differentiated approach for a customer emotionally different who possess as well a complex scheme of needs, coherent in a basic level but particular in a higher one.
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