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This column discusses a case study that illustrates how self‐assessment and peer review helped develop a strategic plan that defined, prioritized, and scheduled long‐ and short‐term quality improvements at Kelowna Water Utility in British Columbia; a discussion of the QualServe program that was jointly sponsored by AWWA and the Water Environment Federation as a voluntary, continuous quality improvement program for utilities that uses self‐assessment, peer review, and offers a benchmarking clearinghouse; and, another case study of a water utility in Abingdon, Virginia, that illustrates the value of the QualServe program.