Mid Sweden University

The purpose of this paper was to present a model for creating a shared picture of customer expectations within an organization based on both internal and external perspectives.

Methodology: A model was developed in a joint research project between a municipality and the university in a series of workshops followed by discussions and analysis with researchers and project members. The model and its components were designed, tested, and redesigned throughout the whole project. 

Main Findings: A model based on the PDSA-cycle with components including instructions and templates how to work with capturing perceived customer value, customer expectations and missing value and conduct value analysis, gap analysis and continuous improvements.

Practical implications: A model that can be adapted to every organization who wants to create a shared picture of the customer, customer expectations and then base the work with improvements from customers’ expectations.

Originality/value: A model for none profit organizations to identify values they provide to the citizens, as well as examine if they fulfill citizens expectations. Through the model find areas for continuous improvement in the endeavor to create value for customers.