The topic of service design has been popular in Europe and other countries for some time now. It seems to be gaining traction in the United States in the past several years. The general idea is that it's a kind of user experience based approach that takes into account a more holistic collection of "channels" that people interact with a product or company.
Erik Flowers at Intuit has been pushing service design education pretty hard lately. Check out this webinar that he posted recently - https://www.youtube.com/watch?v=_BiWguJ9F94