I've been doing some research into customer experience and ran across Jared Spool's article about "Making a Brand Investment Through Experience". He describes engagement as the sum of all experiences had across various touchpoints, which can be measured subjectively via Gallup's C11.
Nick Myers is the managing director of visual design and branding at Cooper where he works with teams to design experiences across a variety of digital products and services. He helps companies craft interfaces and brands that are both unique and compelling, yet authentic and usable. During his time at Cooper, he has focused on the design of iPad collaboration tools, portfolio management, in-home patient care, 3D interior design, photo sharing, virtualization, medical informatics, and even check fraud.
The Oslo School of Architecture and Design has been working with Service Design for several years now, and has built up a small group of researchers and practitioners. We have now been awarded considerable research funding as partners in the Centre for Service Innovation in Norway, and have responsibility for work within the area of 'Brand and Customer Experience'. This will have an 8 year duration.
I have been working with a few companies now on designing services, and particularly assisting them with the transfer from brand strategy to service experience. All of the companies I know of, have reasonable but traditional brand strategy documents (text and ppt) and traditional design handbooks (text, images, logos, fonts).