The term citizen/customer reflects the complex relationship between the administration and its public. The person to whom the services are addressed has to be considered as a citizen, a member of a democratic society with rights and duties (e.g. tax payer, political actor). The person should also be considered as a customer, not only in the context of service delivery where they adopt the position of a beneficiary/user of services, but also in a context where they have to fulfil duties (payment of fines), where they have the right to be treated with fairness and courtesy without neglecting the interests of the organisation. Since the two cases are not always clearly separable, this complex relationship will be described as a citizen/customer relationship. Citizens/customers are the recipients or beneficiaries of the activity, products or services of the public sector organisations. Citizens/customers need to be defined, but not necessarily restricted to only the primary users of the services provided.
Criterion 6 describes the results the organisation is achieving in relation to the satisfaction of its citizens/customers with the organisation and the products or services it provides. The CAF distinguishes between perception and performance results. It is important for all kinds of public sector organisations to directly measure the satisfaction of their citizens/customers (perception results). Furthermore, performance results have to be measured. Here, additional information about the citizens’ and customers’ satisfaction is collected by measuring performance indicators. Working on increasing the results of performance indicators should lead to higher satisfaction of the customers/citizens.