Associate feature: Redefining Citizen Experience in Scotland’s Public Sector

Scotland's public services have a unique and vital mission: to meet the needs of everyone, regardless of age, digital literacy, or preferred channel of communication. At the same time, the pressure on public services is mounting. Resources are tight, citizen expectations are rising, and the public sector’s productivity gap continues to challenge frontline delivery.

However, there is undoubted opportunity in this challenge. With tailored citizen experiences to meet the needs of every generation, Scotland has the opportunity to reimagine its public services, making them more accessible, efficient, and future-ready.

Gen Z: The Future of Citizen Contact

Born between 1997 and 2012, Gen Z is Scotland’s first truly digital-native generation. With more than 5 million Scots in this age group, their preferences are setting new standards for how public services are delivered. According to research, 60% of Gen Z prefer to self-serve, with most expecting to resolve their query in just two or three clicks. They want hyper-personalised, mobile-friendly, and asynchronous interactions, and they’re not afraid to abandon organisations that fall short. Nearly half of Gen Z consumers (48%) have walked away from brands due to poor customer experience.

This demographic shift presents both a challenge and an opportunity for Scotland’s public bodies. Services must be frictionless and familiar, utilising the latest technology, while still maintaining the trust, security, and accessibility expected from public institutions.

Bridging the Digital Divide

While Gen Z is setting the pace for digital transformation, Scotland’s public sector serves a wide range of citizens, across all generations, while meeting the needs of all members of the public, many of whom still prefer voice as their channel of choice.

From remote villages to major cities, consistency of experience is key. Citizens should be able to choose when, where, and how they prefer to contact their public sector services, whether that's web chat, a phone call, or an app, and switch between them without restarting the process. To meet this expectation, Scottish organisations must look at utilising omni-channel communication platforms, and moving away from data silos. A Customer Data Platform (CDP) pulls together data from a wide range of sources into a single view, giving contact centre workers the real-time insights they need to support citizens effectively.

AI as an Enabler, not as a Replacement

Scotland’s public sector has a once-in-a-generation opportunity to boost efficiency and deliver smarter services by utilising Artificial Intelligence (AI), but only if it’s deployed responsibly and transparently. Across central government bodies, NHS trusts, emergency services, and local authorities, AI is already helping to reduce administrative burdens, improve citizen experiences, and increase workforce satisfaction.

In contact centres, Natural Language Processing (NLP) and Real-Time Transcription and Summarisation (RTAS) tools enable agents to focus more on empathy and resolution, and less on manual note-taking. Meanwhile, intelligent automation is helping to solve routine queries, freeing up human agents for more complex, urgent, and sensitive tasks. AI must support human connection, not replace it. Gen Z may enjoy the speed of automation, but even they value the human touch for complex or emotive issues. 71% still prefer to pick up the phone when things really matter, and that figure is even higher among older generations.

The Future of Scotland’s Public Sector, For Every Generation

Scotland’s public institutions are tasked with an incredible responsibility: to deliver equitable, reliable services to every citizen, regardless of age, background, or digital fluency. The good news is they don’t have to do it alone.

Whether supporting Police Scotland, health trusts, local authorities, or central government bodies, Content Guru is proud to work alongside Scotland’s public sector, helping deliver exceptional citizen experiences across every generation. With the right technology partners, Scotland is well-positioned to lead the way in inclusive, digitally-enabled public service delivery.

This article is sponsored by Content Guru. Content Guru is a leading global provider of enterprise cloud Customer Experience (CX) and contact centre solutions.

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