As Sam Walton, the founder of the largest retail chain in the world, Walmart, said, today the most important opinion is the one that the customer has about our company. Although many executives are aware of this and in addition to the fact that digitalization has become a word on the agenda, many companies and even public institutions have misunderstood this digitalization. Just exposing a graphical user interface is just a small step in the process called digitization. Many companies have a hard time understanding why their customers are leaving, some even being very old customers. What are the reasons that led to the failure of some projects and how to avoid falling into the same trap? The first reason is that at a time when most people have access to the Internet, the trend is given by IT giants such as Google, Facebook, Amazon, which have created certain customer expectations, some impossible to achieve in certain industries. The second reason complements the first and relates to the fact that people are more interested in how quickly you respond to requests, the quality of services, the security of collaboration with your company and other things which belong to an internal side of your company, a side that for many companies, is still misunderstood.