Turning good services into memorable service experiences was the theme of the Business901 podcast with Adam St. John (aka Adam Lawrence) of Work•Play•Experience. This is a transcription of the podcast, Insight into the Customer Experience through Theater. 
Adam is a professional comedian, business consultant and writer with a background in psychology and the automotive industry. For years he has been using expertise gained in the world of theater and film to help companies influence their customers.
An insightful blog about one of Adam’s favorite messages, Boom! Wow, Wow, Wow, BOOM!! Does Your Customer Experience Have A Dramatic Arc? was written by Kerry Bodine of Forrester after attending a workshop led by Adam at the Service Design Network conference last fall.
Related Information:
Gamestorming for Service Design
Service Design via a Design Thinker ebook
Do you co-create value with your Customer?
A Service Design Thinking Primer