This work has for objective to demonstrate that the use of methods that take the company to the knowledge of its customer, is essential in the current competitive market. To take this proposal ahead, three basic activities had been detached: the bibliographical revision, the interviews with the employees of the central office of the company and with the franqueador Máster Mr. Quintaes and the informal comment of the author of this work. Methods had been considered in the monograph, through which the company will be able to get the knowledge of the customer. They had been described the importance that this knowledge of the customer has for the company, and as the organization will be able to be benefited, transforming the knowledge of its public-target, in a service of quality come back toward the customer, thus getting a competitive differential in the market.