近年來，隨著國人出國旅遊、留遊學或洽公人數持續成長之下，對於各國外幣現鈔及旅行支票的需求也跟著增加。
台灣金融業大都有提供民眾購買外幣的服務，其中的禮誠銀行在經營外幣業務的歷史上，已長達百年，是國內外幣業務的市場領先者；而民眾要買外幣，都必須到銀行櫃檯購買，許多人反應沒時間到銀行辦理這項業務，適逢同業陸續開始延長營業時間，客戶也紛紛詢問禮誠銀行可否跟進。
Jerry是禮誠銀行電子金融業務部門的中階主管，為了解決客戶的時間問題，2011年3月以客戶導向及臨櫃銷售外幣的專業知識為基礎，轉化為線上銷售外幣的新服務模式；規劃初期並未獲得分行支持，分行認為不需改變過去客戶與分行均已熟悉多年的銷售模式，又遭遇到資訊單位無法全力支援進行系統開發的狀況，在經過多次協調及整合資源後，在2011年12月推出線上銷售外幣服務。
新的銷售模式為客戶帶來了全新服務體驗，解決客戶最關心的時間與交通問題，最終為禮誠銀行帶來了高成長的銷售量，這是Jerry當初所沒有預期到的結果；面對銷售量持續成長的好成績，Jerry開始思考如何運用Bank3.0來提升客戶服務體驗，他應該如何踏出下一步？
本研究以哈佛個案研究之方式進行，可用於資源基礎、服務缺口、網路生態系統及左右開弓等議題；了解到禮誠銀行以資源基礎理論，重塑核心資源的競爭力，並以服務缺口分析出符合客戶需求的交易模式，透過網路化形塑完整的網路生態，以達到左右開弓的數位化創新服務。

In recent years, when the unber of people traveling, studing and do business abroad is continue growing up, foreign currency and traveler's cheque for countries to demand is also increase.
Foreign currency is one of the bank’s business in Taiwan. LICHENG Bank have operated foreign currency business for over 100 years, In Taiwan, people must go to bank to buy foreign currency, but there’re many people say they don’t have time to do this, and at the same time, some banks try to extended operation hours for customers. LICHENG Bank aslo be require to flow up from the customes.
Jerry work with LICHENG Bank electronic finance department, he is a meddle-level manager. In order to solve customer’s question for no time go to bank to buy foreign currency, he according to customer-oriented thinking and the knowledge of selling foreign currency, to change the entity foreign currency selling model to virtual in March, 2011. In the beginning, the plan didn’t get branches support, the branches think they don’t neet to change foreign currency selling model they know well for many years. The information department also can’t give Jerry totally support, because they have too many project on going. After coordination and integration of resources, the on-line foreign currency service was publish in December, 2011.
The new model bring all new service experience to customers, to solve the customers most care about the problems:time and traffic. And also bring the high sales growth to LICHENG Bank finally. In fact Jerry didn’t expected that. Face to the high sales achievement, Jerry start to think how to use “Bank 3.0” issue to deliver new innovation idea to customers, what is the next for Jerry?
This case is adapted Harvard Case Study research method to discuss the related issues, such as Resource-Based View, PZB Service Gap, Internet Ecosystem and Ambidexterity Strategy. We can learn LICHENG Bank use Resource-Based View to re-buliding the core resourcescompetitiveness, and use PZB Service Gap to analysis new service model, through internet to complete Ecosystem and use Ambidexterity Strategy to finish the goaldigital service innovation.

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