The Brazilian telecommunications market owns the record of consumer complaints. Once the companies in this market reduced their number of players by fusions between each other, the competitiveness has been increasing the last few years. So, the objective of this work is to understand how a big company in this market manages to serve its clients, and uses the contact with them to ensure that the service quality will increase after listening to what the client has to say. For such, this research used a case study to investigate how the ombudsman of BETA company, whose obligations are to ensure that the services provided by the company get better after listening to a client. This study has focused in the implementation of projects by the ombudsman with the quality department.