I think Dr.Phil's quote is not applicable for the voices.. He was probably referring to positive reinforcement, that is the encouragement of a certain behavior using reward, so for example if I was a douche to my wife and she still treated me well with a big smile on her face, I'd have no reasons to be nice because, well, it works.

The voices are a symptom, it's not something operant or conscious you'd developed to be expecting any sorts of payoff from it. You're not "doing" it, rather it's being done to you.