I want to highlight a service design company, live|work, and a friend Mr. Chris Downs, founder of live|work, with whom a conversation began about three years ago whether it is all about the experience? Chris (if I am remembering it right) was of the opinion that it is all about the service as in the end all products have to provide a service. A lesson learned at Procter & Gamble and the result being the concept - Second Moment of Truth i.e. what happens when the consumers try the product after making the purchase decision. Here is an interesting blog providing insights on this.
I have not seen a "Services Design" firm such as Chris's in my international work that has successfully combined all the varied pieces of use and usability, incorporation of the five senses, pre-present-post emotions, and so on and delivered hard ROI. Have a look at few of the case studies of live|work here.
Read more about "Service Design" here.