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Every organization needs to rethink and evaluate every day how to improve its customer acquisition and loyalty process, since its permanence and transcendence in time depend on it. Organizations that have ignored this have disappeared. This research proposes the application of an educational marketing technique called Benchmarking, which is very useful, because with the comparative process it offers, it contributes to broaden the vision and perspectives as to what is contrasted. Benchmarking will be applied in a general secondary education institution in Venezuela, contrasting the process of customer acquisition and loyalty with other similar institutions in the same field. Venezuela at the present time, as well as other countries in Latin America, represents a propitious space for the development of inquiries that have in itself, to achieve previously outlined objectives and that in turn, these results can serve as support for the consolidation of new societies, which will move towards the consolidation of a citizenship more in line with the current situation in which we find ourselves immersed.