The work deals with the importance of marketing as financial institutions, independent of the sector, the task of marketing is demanded, despite changes in the consumer and competition, but the company must always seek to improve the quality and measurement of the sector. Marketers can participate in the marketing of goods, services, experiences, events, images of people, people, organizations, information and ideas. Serving the customer with quality or satisfaction is of fundamental importance. It is essential to understand customer service is not just pleasure, it is more than that, it adds benefits to products and services to exceed expectations. Then, a bibliographic study is carried out in relation to related marketing and other related subjects. Then they can be applied to be applied to employees, performed by an attempt to compare their acts of understanding, to determine the degree of understanding. Relationship marketing is a competitive differentiator that seeks companies for markets. It consists not only of seeking new customers, but of retaining existing customers, that is, establishing a long-term relationship with the infamous market of transactions with short customers, which have as customer loyalty. Financial companies promote the use of new technologies in Brazil. Profitability with customers received more and more attention from the relationship with consumer and customer loyalty, without the same pace of consumer satisfaction.