The growing complexity, the relentless demand for new features, and the need to become faster to remain competitive force software organizations to rethink their development and value delivery practices. While continuous delivery has become more popular, it still relies mainly on internal metrics, ad-hoc data, and expert opinions. As a result, software organizations stumble to find the balance between improving internal system quality and delivering external value. In fact, understanding and measuring customer value is on itself essential. In this PhD project, we aim for a better understanding of customer value and develop measurement instruments to be integrated with internal perspectives to drive proactive and continuous internal improvement while delivering relevant customer value.