I told my basenji "no" very firmly and looked into his eyes whilst saying this.
If your B is on the couch and you say, "no", your B will not understand why you are saying that word. If your B is jumping onto the couch and you say, "no", your B will learn that he is not allowed to jump onto the couch. You have to correct the behavior as it is happening, otherwise the dog will not understand what you mean.
he only listens when I raise my voice or he will just not give crap!
You should not need to raise your voice or repeat the command. I suspect that either your dog isn't aware that you are talking to him, or your dog does not understand what the command word means. Which basically boils down to more training.