Among the numerous changes occurred the last decades, the technological advancement, contributed the major part of modifications in the company-customer relationships. The modern dynamics, which are on the way, raise new questions regarding the concept, the analysis and the management of the company-customer relations. Taking under consideration all the above, the present work outlines a new approach in order to reinforce and evolve the company-customer relations. Our objective is to explore the possibility to apply the recent studies on "sensemaking" in order to analyze the company-customer relations and to verify the support that can be offered by the Ict technologies as a facilitating tool to promote the dialogue with the customer. Under this perspective, become very important not only the presence and availability of those technologies but also the existence of other elements such as the "know how", the identification and the organizational integration.