Delivering Effortless Digital Signage: A Conversation with Jeff Wallingford, COO of TouchSource
Jeff Wallingford quietly leads a powerhouse team at TouchSource—overseeing customer success, product operations, vendor management and everything that turns promises into delivery. His work lives at the heartbeat of what makes a brand feel real: that moment when a building’s signage isn’t just functional, but intuitive, beautiful and totally stress-free for the client.
What Jeff and his team orchestrate is more than installation—it’s an experience. They advocate for clients, think two steps ahead and step in when others would pass the buck. In an industry overflowing with DIY tools and budget knockoffs, Jeff is the reason so many customers hand it off to the pros.
They make it look effortless—but behind the scenes, it’s an art form. One that strips away massive risk, cost and time investment. It’s about delivering a truly turnkey solution where everything—from accessibility compliance to proactive monitoring—is handled.
Still, in a world where “easy” gets tossed around carelessly, clients often don’t realize what they’re missing until things go wrong. That’s where Jeff steps in—helping them see the full picture and avoid the hidden gaps that come with doing it halfway.
Here are the most common questions Jeff gets—and his insight on planning a digital signage experience that’s seamless, smart and built to last.
Why Turnkey Signage Solutions Matter
Q: “Turnkey signage” may not sound exciting, but it means everything’s handled—from digital experience planning and design to product selection and deployment. How do you explain it to clients and why should they care?
Jeff Wallingford:
“People often oversimplify digital signage as just a screen or a DIY tool. But really, it’s an ecosystem—hardware, software, content, layout and design—all working together. When clients choose TouchSource, they’re not just buying a display; they’re getting the full experience curated and executed by our team. That includes professional design, content preloaded, compatible hardware and software and even installation if needed.
Our clients aren’t in the signage business—they manage real estate, healthcare campuses, office buildings. They don’t have time to hunt down compatible components. Our turnkey solution takes that burden off their plate completely.”
The Advantage of Expert Design Over DIY Tools
Q: What’s the value of working with your team on digital design instead of using a DIY tool?
Jeff Wallingford:
“Design isn’t just about aesthetics—it’s about function. Whether it’s wayfinding, ambiance, education, or monetization, we tailor the layout to match the experience a client wants to create.
Our team brings that design intelligence to the table. Clients don’t need to learn new software or worry about layout—our CMS is intuitive and we handle the design so they can focus on their business. Plus, every design is ADA-compliant by default. Accessibility isn’t an afterthought—it’s baked into our process.”
How TouchSource Reduces Cost, Risk and Maintenance Stress
Q:How does your team’s advice save customers cost, risk, and maintenance headaches?
Jeff Wallingford:
“When clients go DIY, they risk buying incompatible components, managing multiple vendors and troubleshooting problems on their own. Our approach minimizes that risk. We guide clients to the right hardware, handle the installation and back everything with a warranty.
More importantly, we offer U.S.-based support and a nationwide network of field techs. Whether something goes offline or needs a physical fix, we’re there. That peace of mind matters.”
How to Spot Quality Hardware—and Why It Matters
Q: How can clients tell the difference between high-quality hardware and cheap knock-offs—and why does it matter?
Jeff Wallingford:
“There’s a big difference between commercial-grade hardware and consumer products dressed up to look similar.
For displays, we only use those rated for 24/7 use—critical for signage that runs non-stop. Other models are rated for less usage and burn out faster, and don’t have key features needed for easy upkeep.
High quality signage is sturdy–using high-grade materials and engineering design for optimal user accessibility while enclosing computers and controllers.
But most of all, quality comes down to support. When something breaks, do you have a real partner behind it? If you’re buying a display off Amazon, good luck getting someone on the phone.”
Smarter Systems: How We Solve Problems Before You Notice
Q: In the age of AI, how do you spot and solve issues before clients even notice?
Jeff Wallingford:
“We like to joke that everything gets labeled ‘AI’ these days—but we do use powerful automation to monitor our systems.
Our proactive monitoring tools alert us instantly if a system goes offline or encounters issues. Even better? Many of those issues can be resolved without the client ever knowing. And if we do need to step in, we act fast—so the experience stays seamless.”
What Partnership Really Means at TouchSource
Q: One of TouchSource’s core values is partnership. What does that look like in action—and can you share an example of a surprising business outcome that resulted from it?
Jeff Wallingford:
“Partnership to us means solving problems—together. That goes for our customers and suppliers alike.
Recently, we were working with a retail mall that didn’t have internet set up to support digital advertising in their food court. Instead of walking away, we partnered with another vendor to bring internet into that specific area. Now those screens are live and bringing in ad revenue that more than pays for the upgrade. “
Bonus: Jeff's Favorite Song
Q. What’s your favorite band and song—and why?
Jeff Wallingford:
“I’ve got a few favorites, but I’ll go with Stevie Ray Vaughan—especially ‘Pride and Joy.’ I saw him live at an Austin City Limits taping decades ago. I’m a guitarist myself—though not a great one—and seeing Stevie Ray live left a lasting impression. That song just brings back memories every time.”
Conclusion
At TouchSource, delivering a seamless signage experience isn’t just our goal—it’s our standard. From full-service solutions to expert design and proactive support, we help our clients create signage networks that are built to last. With leaders like Jeff Wallingford at the helm, we’re proud to turn complex projects into effortless experiences every day.