More and more companies use organizational self-assessment to identify and improve their competitive positions in order to cope with an ever-changing environment. The use of the EFQM Excellence Model as a framework for organizational self-assessment has spread too many companies. Nowadays, one of the main objectives for each unit in an organization, its survival, present competitions, and in this global village is to increase the customer satisfaction. Thus, this issue has its effect on every organizational competition. The aim of this paper is to explore the causal structure of the Customer Result criteria in the EFQM Excellence Model. First, a framework for the relationship between the above criteria is developed based on theoretical arguments of criteria and sub criteria in the above model. Then in customer satisfaction, three famous models consisting of European Customer Satisfaction Index (ECSI), American Customer Satisfaction Index (ACSI), and Kristensen & Martensen’s Customer Satisfaction Model are also developed. These three models demonstrate same causal model for the Customer Result criteria in the EFQM Excellence Model. These models are included and discussed about this subject. By considering the above models, four criteria consisting of the Processes (the 5th one), the Society Results (the 8th one), the People Results (the 7th one), and the Partnerships & Resources (the 4th one) affect on the Customer Results criteria (the 6th one). This criterion affects on the Key Performance Results criteria (the 9th one).