“Your customers are the source of all truth,” says Raul Ochoa, Founder at DoGoodWork. “Great company growth stories start with that simple principle.”

Raul’s firm specializes in helping clients develop their demand generation and growth marketing strategies. He firmly believes that capturing the customer’s voice is the foundation of success. By starting with the customer voice, Raul says, you can ensure that messaging is tailored to resonate with buyers by leading with market language rather than internal company jargon.

Moreover, starting with the customer voice compels companies to become learning organizations. Rather than marketing or company leadership assuming they understand what their buyers and customers value, they must actively seek evidence and collect feedback. 

During a recent meeting, Raul told me about his three key steps for capturing and leveraging the customer voice to drive growth.

The Transparency Call 🪟☎️

“The easiest way to capture the customer voice is by initiating a ‘transparency call,’” explains Raul. “This involves reaching out to customers to learn more about what is going well and uncover opportunities for improvement.”

He emphasizes that customers are more likely to provide testimonials or success stories when asked for transparency rather than starting by asking to promote your company. The transparency call is structured to gather valuable insights from customers. 

By asking specific questions, companies can gain a deeper understanding of customer needs, pain points, and their overall experience with the product or service.

During the transparency call, it is essential to create an open and safe space for customers to share their honest opinions. By actively listening and probing further, companies can uncover valuable insights. 

The information gathered during these calls serves as a source of customer knowledge that can inform strategic decisions and drive growth.

The Rule of 21 2️⃣1️⃣ 

To ensure comprehensive feedback, Raul recommends completing approximately 21 transparency calls with customers, which he calls the “Rule of 21.” 

However, he notes that clear patterns regarding where customers find the most value typically emerge in calls 14 to 17. “You should be able to assume what your customers are going to say by somewhere around call 17,” explains Raul. “If you can’t, it may indicate a problem with your value proposition.” At this point, you may need to make some adjustments.   

These transparency calls will not only help you gain valuable insights, they also demonstrate your commitment to understanding and meeting customer needs, which fosters stronger customer relationships. 

The insights gathered through these calls can drive improvements across your entire business from product development to marketing strategies and customer service, leading to better overall business outcomes.

Amplify Your Customer Voice 📢 

The beauty of the transparency call is that it generates multiple derivative content assets. By leveraging the information gathered during transparency calls, companies can create compelling content that resonates with their target audience. 

The calls can be used to develop customer case studies, testimonials, and identify opportunities to involve partners in thought leadership activities, such as co-written blogs or webinars. Customer case studies and testimonials serve as social proof, showcasing the value and positive experiences of existing customers. These assets can be featured on websites, included in marketing campaigns, or shared through social media channels to build credibility and attract new customers.

Collaborating with partners on thought leadership activities not only expands the reach of the customer voice but also strengthens industry connections and establishes the company as a trusted authority. 


In an era where customer-centricity is paramount, embracing your customer voice as the source of truth is a strategic imperative for any businesses aiming to thrive in a competitive landscape. While every company’s story is unique, Raul’s approach to capturing and amplifying the customer voice can help all businesses improve their growth trajectory.