Purpose: Educational institutes must embrace the principles of total quality management (TQM) if they seek to remain competitive, and survive and succeed in the long run. An educational institution must embrace the principles of quality management and incorporate them into all of their activities. Starting with a theoretical background, the paper outlines the results of a study conducted on both internal and external customers of the educational system, with select engineering and management institutes as foci of study. The study is an attempt toward developing an integrated customer-centric model of quality management in education, through the use of multiple methodologies so as to be able to evaluate service quality; prioritize improvement of service; and guide and develop educational services by incorporating the voice of the customer (VOC). The purpose of this paper is to establish the prioritization for improvement of service design of an educational system through incorporation of the VOC, be it internal or external customers, through the use of multiple methodologies, leading to generalization of results. Design/methodology/approach: The study uses multiple methodologies with various techniques for analysis through the application of the SERVQUAL; quality function deployment (QFD); interpretive structural modeling (ISM); and path analysis. The SERVQUAL was applied to identify the gap and determine the level of service quality. Following this, QFD, ISM and path analysis were used to identify the set of minimum design characteristics/quality components that would meet the requirements the various internal and external customers of the educational system. The QFD was used to identify the set of minimum design characteristics/quality components that meet the requirements of the various internal and external customers of the educational system. The ISM and path analysis were used to identify and prioritize the design characteristics/quality components that would meet the requirements the various internal and external customers of the educational system. Findings: The findings from the various techniques were amalgamated, and proposed as an integrated model of TQM in higher education. The study helped identify with a customer perspective, the quality components which would help design TQM for higher education institutions in India. Research limitations/implications: The paper could be useful to government bodies, funding agencies, policy makers and administrators in developing a system that could lead to satisfaction of both internal and external customers of the educational system. Originality/value: The study includes within its scope the varied customers of the educational system, namely, internal and external customers of the educational system; the internal customers being the faculty and the administrative staff, and the external customers being the students and the industry (as the employer). This is yet to be seen in other research studies. Also, the integration of the multiple tools and their application to the field of higher education in India, has not yet been made available in the literature.