--- title: Voice of the Customer - Results description: John Spence argues that if we are truly going to outperform our competitors, organizations need to build a successful strategy. --- [![](https://blog.unleashresults.com/hubfs/results-white.png) ![](https://blog.unleashresults.com/hubfs/Results_logo_transparent-retinap.png)](https://unleashresults.com/) - Calgary [1-403-234-0999](tel:+14032340999) - Edmonton [1-780-784-1047](tel:+17807841047) - Vancouver [1-236-521-1954](tel:+12365211954) - [About](https://unleashresults.com/about/) - [Team](https://unleashresults.com/about/#team) - [Community Involvement](https://unleashresults.com/community-involvement/) - [Join the Team](https://unleashresults.com/careers/) - [Book Jeff Tetz to Speak](https://unleashresults.com/jefftetz/) - [Results Execution System (RES)](https://unleashresults.com/services/) - [Execution Disciplines Program](https://unleashresults.com/services/execution-disciplines-program/) - [Building Leaders Programs](https://unleashresults.com/services/building-leaders-program/) - [Executive Coaching](https://unleashresults.com/services/executive-coaching/) - [Business Consulting](https://unleashresults.com/services/business-consulting/) - [Success Stories](https://unleashresults.com/success-stories/) - [Events](https://unleashresults.com/events/) - [Leadership and Growth](https://unleashresults.com/events/) - [Business Execution Summit](https://unleashresults.com/bex/) - [Connex Leadership Summit](https://unleashresults.com/connex/) - [Partner with Us](https://unleashresults.com/partnership/) - [Execution Insights](http://www.unleashresults.com/blog/) - [Resources](https://unleashresults.com/resources/) - [Unleashed Podcast](https://unleashresults.com/unleashed-series/) - Guides - [Succession Planning Resources](https://blog.unleashresults.com/tag/succession-planning) - [Performance Management Resources](https://blog.unleashresults.com/tag/performance-management) - [Change Management Resources](https://blog.unleashresults.com/tag/change-management) - [Bookstore](https://unleashresults.com/bookstore/) - [Contact](https://unleashresults.com/contact/) - [About](https://unleashresults.com/about/) - [Team](https://unleashresults.com/about/#team) - [Community Involvement](https://unleashresults.com/community-involvement/) - [Join the Team](https://unleashresults.com/careers/) - [Book Jeff Tetz to Speak](https://unleashresults.com/jefftetz/) - [Results Execution System (RES)](https://unleashresults.com/services/) - [Execution Disciplines Program](https://unleashresults.com/services/execution-disciplines-program/) - [Building Leaders Programs](https://unleashresults.com/services/building-leaders-program/) - [Executive Coaching](https://unleashresults.com/services/executive-coaching/) - [Business Consulting](https://unleashresults.com/services/business-consulting/) - [Success Stories](https://unleashresults.com/success-stories/) - [Events](https://unleashresults.com/events/) - [Leadership and Growth](https://unleashresults.com/events/) - [Business Execution Summit](https://unleashresults.com/bex/) - [Connex Leadership Summit](https://unleashresults.com/connex/) - [Partner with Us](https://unleashresults.com/partnership/) - [Execution Insights](http://www.unleashresults.com/blog/) - [Resources](https://unleashresults.com/resources/) - [Unleashed Podcast](https://unleashresults.com/unleashed-series/) - Guides - [Succession Planning Resources](https://blog.unleashresults.com/tag/succession-planning) - [Performance Management Resources](https://blog.unleashresults.com/tag/performance-management) - [Change Management Resources](https://blog.unleashresults.com/tag/change-management) - [Bookstore](https://unleashresults.com/bookstore/) - [Contact](https://unleashresults.com/contact/) - [Business Planning & Strategy](https://blog.unleashresults.com/tag/business-planning-strategy) # Voice of the Customer - By Tim O'Connor - January, 17 2019 - [Home](https://blog.unleashresults.com/) - [Blog](https://blog.unleashresults.com) - Voice of the Customer Table of Contents John Spence once again strikes a chord for me when it comes to building successful strategy. If we are truly going to outperform our competitors, we need to be meaningfully different in the eyes of our customers. But how do we determine the differentiating factors that matter to our customers? Buying patterns, retention rates and clients surveys can provide useful information about our clients. But I love John’s idea in this video of supplementing those activities with “Voice of the Customer” sessions. Not only will these sessions uncover new or different “pain points” that we never would have thought to ask about in a survey, but they also help cement our relationships with clients, and better position us as “trusted advisors”. https://player.vimeo.com/video/48662180 I am really looking forward to joining dozens of other business leaders in exploring this concept further when [John is here in September](https://www.johnspence.com/).  I hope you and your team can join us. Regards, Tim O’Connor CEO – Results Canada ![Tim O’Connor](https://blog.unleashresults.com/hs-fs/hubfs/Imported_Blog_Media/8733a19cec54ebd69d587a2d522e7591-Nov-03-2021-12-12-26-73-AM.jpeg?width=80&height=80&name=8733a19cec54ebd69d587a2d522e7591-Nov-03-2021-12-12-26-73-AM.jpeg) ### [Tim O’Connor](https://unleashresults.com/author/timoconnor/) - Share this article - - - [Sign Up Now for Upcoming Events](https://resources.unleashresults.com/leadership-development-events) ##### Sign Up For Our Newsletter - [Popular](https://blog.unleashresults.com/voice-of-the-customer#sidebar-popular-posts) - [Recent](https://blog.unleashresults.com/voice-of-the-customer#sidebar-recent-posts) [Why Does Change Management Fail (And What To Do About It) July, 20 2026](https://blog.unleashresults.com/why-change-management-fails) [The Results’ Four Cs of Extraordinary Teams Framework June, 21 2026](https://blog.unleashresults.com/the-results-four-cs-of-extraordinary-teams) [Climbing the Accountability Ladder May, 15 2026](https://blog.unleashresults.com/climbing-the-accountability-ladder) [How Emotionally Strong Leaders Handle Difficult People April, 20 2026](https://blog.unleashresults.com/how-emotionally-strong-leaders-handle-difficult-people-results) [Business Execution Summit 2026 Brings Leaders to Kananaskis March, 12 2026](https://blog.unleashresults.com/business-execution-summit-2026) [Climbing the Accountability Ladder May, 15 2026](https://blog.unleashresults.com/climbing-the-accountability-ladder) [The Results’ Four Cs of Extraordinary Teams Framework June, 21 2026](https://blog.unleashresults.com/the-results-four-cs-of-extraordinary-teams) [The Role of Leaders in Driving Innovation and Change July, 3 2024](https://blog.unleashresults.com/the-role-of-leaders-in-driving-innovation-and-change) [The Best Leadership Conferences in 2026 | Results January, 1 2026](https://blog.unleashresults.com/top-leadership-conferences) [Why Do Family Businesses Fail? 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