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”.

I am really looking forward to joining dozens of other business leaders in exploring this concept further when John is here in September.  I hope you and your team can join us.


Tim O’Connor CEO – Results Canada