“…This article focuses not on "for whom to do it" (customers), but "what to do" (processes). In the context of this article, the customer can be understood very broadly (learners, parents, employers, society, or other organizations)(Želvys, 2003), double customer -parents and children(Fidler, 2006), in the field of education, parents are the real customers of the schools, who make decisions about the services provided by the school(Dasgupta & Prashar, 2020). However, without focusing on a deeper analysis of the concept of the customer, the article defines the customer as a person who has needs and expectations, who can provide the necessary knowledge and experience, useful insights for the emergence of innovations in the educational institution, for improving processes, for overcoming changes and for creating the desired organizational culture by engaging in processes that create common value, who is valuable to the educational institution as a co-creator.…”