de Administração. Pontifícia Universidade Católica do Rio de Janeiro. The objective of this study was to identify the effects of the program Você Faz A Diferença! (People Make the Difference Real) – Shell Brazil regarding the perception of their customers, to make they add value for their services with the objective in order to meet the expectations and needs of their end customers. Therefore, the literature base was extracted from books and articles available on the Internet, consumer behavior, process of purchase decision, retail marketing, and the attraction and retention of consumers. The results indicate that the program is effective, so that customers realized that the difference of the sale of fuels is tied to service, and they understood that the program is a differential to add value for their sales, besides that the program is in line with customer requirements, therefore the sites that had the program support had greater satisfaction among consumers. Moreover, some points had been salient that of somehow can contribute for better attendance and satisfaction of the customers.