Insights & Resources
Practical guidance for improving customer experience, listening better, and turning feedback into action.
She Just Wanted Disney+ for Her Grandkids. What Happened Next Exposed a Broken Customer Journey
Recently, my mother-in-law wanted to put on Disney+ for her grandkids so they could watch one of their favorite shows. But when she opened the app, she realized she had been logged out. She tried signing back in, but the subscription she had been paying for was...
Follow the Break, Not the AI Buzz: Why AI Won’t Fix a Broken Experience
Artificial intelligence has quickly become one of the biggest priorities in business. Companies are investing in copilots, chatbots, AI agents, automated workflows, and a growing list of tools that promise to make work faster, reduce costs, and improve the customer...
Could Buc-ee’s Approach to Brand Protection Damage Customer Trust?
I’ve always enjoyed Buc-ee’s and appreciated the experience the brand has created for travelers. That is why the recent news about its trademark dispute with a small-town mini mart caught my attention. Rather than changing my entire opinion of the company, it made me...
The Customer Signal
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Featured Research
Our research explores specific questions about how human experiences and organizational systems interact. Some projects develop into formal frameworks and white papers. Others become articles, field observations, or ideas that continue evolving over time.
White Papers
The Experience Continuity Chain™
Why Customer Experience Begins Before Day One
Organizations often treat employee experience and customer experience as separate disciplines. Customers, however, experience the consequences of both.
This white paper introduces the Experience Continuity Chain™, a Signal & Journey framework showing how hiring signals, candidate experience, workplace expectations, onboarding, employee enablement, and engagement can shape service behavior, customer trust, loyalty, and business performance.
Grounded in peer-reviewed research on the service-profit chain, candidate experience, psychological contracts, employee engagement, and customer outcomes, the paper explores why customer experience begins long before an employee serves their first customer.
The paper also provides a practical measurement framework and 90-day roadmap organizations can use to connect employee and customer data, identify upstream experience gaps, and test targeted improvements.
Beyond Customer Satisfaction
Introducing Customer-Experience Compatibility Intelligence
Why can two customers go through the same experience and leave with completely different perceptions?
This white paper introduces Customer-Experience Compatibility Intelligence, an emerging approach for evaluating how well an experience aligns with a customer’s needs, expectations, preferences, capabilities, and circumstances.
It also explores how the patent-pending CIBECOS™ framework could help organizations identify compatibility gaps, understand customer friction, support responsible personalization, and design more responsive physical, digital, and service environments.
Ready to Understand What Your Customers Are Really Experiencing?
Signal & Journey helps businesses uncover customer signals, improve experiences, and turn feedback into practical next steps.