Nowadays, we realize that the changes in the organizational processes have been intensifying, to increasingly adapt to the demands of customers. This phenomenon happens because organizations aspire to competitive advantages in the market which they operate. Due to these changes, this study seeks, through qualitative exploratory research, to understand how the new processes are learned and the impact of change in customer service - in this case, Itaú Bank S.A. Twenty employees from the central area of Rio de Janeiro were interviewed, with the positions of cashier, supervisor and manager. From the analysis of the interviews, it was noticed that changes in Itaú s processes have a great impact on customer service. In the opinion of most employees, learning a new routine takes place on a daily basis, even with courses and materials offered about the new process.