In 1996, a bestseller about customer experience came out. This book, titled “Loyalty Effect”, was written by Fred Reichheld. In his book, Fred shows why customer loyalty is a key to the success and growth of any company.
Such a book is always a good moment for a field like Service Design as it makes a notion like loyalty, which is loved by service designers, known to a larger public.
Customer Experience is a field that can be seen as another cousin of Service Design; therefore, to have it better known by the public is also a pretty good thing for the whole family of fields that love the user or customer.
Going further
This article is part of the book "A Tiny History of Service Design, " a tiny two-hour read that goes through the historical events that created what Service Design is today.