In 1999, Pine and Gilmore wrote a book called “The Experience Economy”. In this book, the authors explain that experience is the next big thing for businesses. It is a new opportunity for growth.
It is, in a way, one of the books that popularized the notion of Customer Experience, which is often shortened to CX. As I said before, CX is a cousin of Service Design, so each time a book makes some noise about CX, Service Design also profits from it.
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.