Sometimes it's funny to be led right back to where one started.
I completed my undergraduate design degree at the University of Technology Sydney (UTS) in Australia and just discovered they have added new majors to their Master of Design Degree, inclusive of Service Design. Here's what it says:
The future of business is the delivery of customised experiences. This future depends upon design, on the expert ability to visualise and plan interactions. This specialisation puts designers in the driving seat of a major economic shift now underway. It shows designers how to shift from product development to service innovation through techniques like experience notation, service blueprinting and touchpoint management. This is the first service design degree program in Australia.