Purpose -The purpose of this paper is to review the literature on self-assessment processes and to identify the difficulties, benefits and success factors of the European Foundation for Quality Management self-assessment model, analysing the importance of follow-up. Design/methodology/approach -First, the paper carries out a literature review on self-assessment, and then it uses the case study methodology based on ten services provided by a public university in Spain to identify difficulties, benefits and success factors of self-assessment. Findings -The findings show, first, what the literature suggests on self-assessment in general and for higher education, and second, the difficulties, benefits and success factors and the importance of follow-up for successful self-assessment. Originality/value -The paper provides a literature review on self-assessment and lessons for managers from other universities, or other public sector organisations, who wish to know the difficulties, benefits and success factors, and the characteristics of follow-up.