Automated Call Routing

Connecting people to local support faster through an AI voice assistant

• Publicly sourced

The challenge

Citizens Advice Scotland (CAS) comprises 59 local and independent bureaux. While this ensures local expertise, it made central access difficult. During the pandemic, the Scottish Citizens Advice Helpline was established to provide a single, national point of contact. However, the process relied on volunteers to manually route calls to local bureaux, resulting in long wait times (up to 24 hours), increased operational costs, and poor customer experience.

The solution

Partnering with CivTech and HelpFirst, Citizens Advice Scotland (CAS) deployed a PolyAI voice assistant that interacts with customers over the phone and automatically routes calls to the correct local bureau. The assistant understands Scottish accents and is supported by a custom-built Scottish postcode extractor.

The results

• Reduced average connection time from several days to 30 seconds across 23,000 calls per quarter
• Cut operational costs by ~90%, from £450k/year to £40k/year
• Improved service accessibility and Equity, Diversity & Inclusion (EDI) across geographic, linguistic, literacy, and mobility dimensions
• Freed up social worker time, improving frontline service delivery, while eradicating an error-prone step from the process.

Learnings / insights

• Localisation (e.g., postcode extractors and accent support) is critical for ensuring user trust and accuracy in regional services.
• Leveraging existing tech rather than building from scratch can help speed up delivery and reduce risks.

Details

• Organisation name: Citizens Advice Scotland
• Government body: Scottish Government
• User group: Wider public sector
• Use case type: Reusable
• Type of technology: Generative AI
• Phase: Live
• Impact: Better Customer experience / Improved efficiency / Cost savings / Time savings

Links

• Case study: Faster support, lower costs
• Case study: How the Citizens Advice Network in Scotland is providing better, faster support with PolyAI
• Blogpost (Dec 2023): How we saved £400k/year for Citizens Advice Scotland - 3 lessons from a successful AI implementation
• Blogpost (May 2022): The journey of developing an inclusive helpline

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Content created: 10 July 2025