Reasonable Living as a Proactive Customer Value: Feeling Heard, Seen, and Understood

We examine how the concept of procedural fairness could proactively guide value creation and sustainable wellbeing in public services, and decision making concerning it. First, we review the concept of procedural fairness to understand what it means as an aim for the public sector. Second, using pragmatic constructivism, we lay ground for fulfilling such aim by proactively constructing fair public services that will create value, also in the future. Third, we examine a “Value scale”- exercise of the City of Tampere, to understand how stakeholders’ values are incorporated to proactive construction of procedural fairness. Procedural fairness must be made visible so that it can be viewed based on values ​​and customer orientation. The value scale can be used to localize meanings that enable connecting procedural fairness to customer value more effectively. Using the concept of procedural fairness, public administrators can create flexibility into the service system, to enable creating value also in the future.