Traditional survey based measures of service quality are argued to be problematic when reflecting individual services and turning measurement into action. This paper reviews developments to an alternative measurement approach, the Service Template Process and offers an extension to it. The extended process appears able to measure service users’ and deliverers’ perceptions of service quality independently. It also enables participants to jointly agree an agenda for quality improvement. The extended process is evaluated in four service situations. The paper concludes with an assessment of the advantages and disadvantages of the process in comparison with more traditional, approaches to measuring service quality.