B. Joseph Pine II and James H. Gilmore (1998) claimed that in the new economic era with complicated economic activities, where people savor the feeling of taking the whole journey instead of doing the transaction only. That is, the Experience Economy era has taken place of the manufacture one. As the market share of mobile devices soar dramatically, mobile experience no doubt plays a critical role in customers' daily life, allowing them cross-channel experiences.
Since customers are getting accustomed with mobile devices, bank digital teams are faced with lots of challenges and are propelled to change their service to grow their business and deliver superior customer experiences. How traditional banks wined the banking battles? How they made elephants dance up? How service experiences changed the world?