Introduction International universities are mainly established with a view of providing higher education services to students who wish to pursue their studies at the bachelor’s level, master’s, or even PhD level. These universities offer quality research in various aspects of education, which in turn provides knowledge and important insights into varied areas of academia and day to day life. International universities appeal to students from all over the world, without restricting on countries of origin or continents. It is the quality of services and high performance available in these institutions that market the universities to far off countries where students have no access to such quality education. These universities, in preparing their students for the professional challenges that await them, often collaborate with organisations and research institutions, such as hospitals or medicine manufacturing firms, in order to provide their students with first-hand real-life experience, which might not be available in their home countries. Customer Satisfaction Stakeholders     Stakeholders  Expectations                    1   Employees     Better remuneration              Favourable working environment   2   Students      Quality learning                 Highly competent instructors     3   Management    Efficient operations             Attract more students            4   Owners        Profit optimisation              Reducing wastage                 5   Government    Payment of taxes                 Employment opportunities         6   Shareholders  Huge profits                     Stable enrolment of new students 7   Public        Corporate social responsibility  Employment opportunities         8   Consultants   Updated structure designs        Improving services               9   Contractors   Long-term contracts              Timely payments                  10  Society       Charity events                   Good public relations             Methods for Capturing Customer Needs Interviewing customers The institution can use interviewing method to seek customers’ views and ideas on its general performance and productivity. The interviews can be conducted on a face-to-face basis, where a representative of the university can meet the students, who are the customers, and seek to obtain their views concerning the university. Equally, phone interviews can be utilized, whereby the interviewer from the institution obtains phone contacts of several students or prospective students and reaches them on phone. Responses given are recorded carefully and accurately against each question raised in order to have the right communication. Alternatively, mail interviews can also be used, especially where customers are located in a far place. The postal address of the customer is obtained, and a set of questions dispatched to him or her. The customer will eventually mail his answers after entering the details as required (Thorsten et al. 2008, p. 400). Customer survey Customer surveys are effectively conducted by the representatives of the institution who conduct the survey amongst the institution’s customers. Various tools are needed in the survey, including pre-printed questionnaires, which can be distributed to clients for filling. The questionnaires should have questions desig