Bank of America Case Study-HBR

Question:

Why would BoA ask for help from Disney (see statement): Focus on what does it mean to "test" a service "innovation? What is involved in doing so that is different from a product? What is the impact on doing innovation?

The Walt Disney Company designed and taught them a "Bank of America Spirit" programdemonstrated in theme parks and taught through seminars as a service approach to other industrieswhich was a principal motivator of the team.