Translating customers’ voices into operations requirements ‐ A QFD application in higher education

In this paper we demonstrate how an institution in higher education can apply the three‐phased, service‐based quality function deployment (QFD) methodology to translate the voices of customers (VsOC) in stages into operations requirements. The emphasis is at the operational level. The translated operations requirements form the basis of operational solutions to delivering quality programmes and services in higher education. An institution can satisfy the VsOC by mapping out a clear action plan to achieve high quality standards. Three applications found in the Business School at the National University of Singapore are presented. Important managerial implications are drawn.