In this epsiode Richard speaks with Kirstine Wilson about the often-overlooked importance of customer service in the asset finance sector. Kirstine explains that in a mature and commoditized industry facing pressures from digitalization and AI, strong customer service is a key differentiator that drives profitability and loyalty. She argues that while tools like Net Promoter Score are useful, firms must balance hard metrics such as speed and payout times with softer measures like ease, reliability, and relevance to customer needs. True service excellence, she emphasizes, stems from leadership commitment and a culture that values consistent delivery across every touchpoint. While AI can enhance efficiency, she cautions that human interaction remains essential.