Is it possible to use UX principles and methods that we use when creating human-computer interfaces when we design other (not related with IT) products or services? Can we improve the interface of a bank or an insurance company? Can we measure the usability of a restaurant or, say, an airport? Is there anything common between 'customer experience' and 'user experience'?

If you know any interesting resources or useful books on the subject, could you please give a link?

If you know any bright examples, impressive case studies or amazing success stories, please give a link too.