Purpose: The purpose of this paper is to study the EFQM model self-assessment in a Spanish university. Design/methodology/approach: A case study methodology is used based on five services provided by a public university in Spain. Findings: The findings show the steps that one university can follow in order to apply this exercise in a successful manner, its benefits, its obstacles and its key factors such as management and employee commitment, and the support to self-assessment teams (e.g. training, review). Originality/value: The paper provides lessons for managers from other universities who wish to develop a self-assessment exercise. (Contains 4 tables and 1 figure.)