The consumers we have to the operational range all the information who we pruned to need on any product or service which we want to acquire, even the opinions and possible complaints of other people who have acquired it before. Sometimes too much information, since it becomes difficult to process, thus already has appeared the infomediarios denominated ones "*", that help us to summarize all this information to make decisions. All this means that the companies no longer can make reside their competitive advantage or the elevated prices more of their products in the deficiency of information on the part of the potential clients, in the simple proximity or that are not more companies within reach of the consumer. In the digital economy the companies are to click of distance and or we can choose of global way that it has to us to sell the product or to serve. Therefore, with a consumer more and more informed, demanding, with increasing expectations and capacity to make oir their complaint of global way, the companies have the challenge to open new routes to obtain their loyalty in the long term. He is doubtless that, in these circumstances, the clients more and more must be able.