Citizens now expect their interactions with public services to be on par with the best private sector experiences. Known as the ‘Amazon Effect’, this shift in expectations has been driven by a culture of instant gratification and convenient, personalised experiences. In Scotland, that expectation is growing, even as budgets are tightening and demand is expanding. The challenge is clear: deliver services that are easy to use and available to everyone, whether they’re comfortable online or prefer to pick up the phone.
Connecting with Tomorrow’s Citizens, Today
Gen Z are Scotland’s first digital-natives, and are already playing a big role in shaping how services should work. With just under half a million in this demographic, their communication preferences are setting the standard for future services.
Research from Gartner found that 38% of Gen Z would give up attempting to resolve a service issue if it can’t be resolved through self-service. For public services, this should be seen as an opportunity to design services that are available for citizens to use 24/7, and empower users to resolve issues on their own terms.
Bridging the Digital Gap
Not everyone wants, or is able, to go fully digital. For older generations and citizens who are less digitally savvy, using the phone to contact public services is still vital. Even Gen Z aren’t entirely online, and 61% have reported having to call because digital self-service tools failed to solve their problems.
The goal isn’t to replace traditional channels, but instead to give citizens a choice over how they contact public services. Omni-channel capabilities let people switch between phone, web chat, and email, regardless of how they started the contact. When integrated correctly, this data builds trust by creating citizen interactions that feel relevant regardless of channel. Technologies like Customer Data Platforms (CDPs) give public sector organisations a complete view of each citizen’s history, making every interaction faster and more personal.
Technology to Support, Not Replace
AI is helping public sector teams work more effectively. AI-enabled technologies like Natural Language Processing (NLP) and Real-time Transcription and Summarisation (RTAS) are already being used in public sector contact centres, helping staff to complete repetitive admin tasks so they can focus on the more human aspects of the job, like empathy and problem-solving.
The next iteration of AI, agentic AI, refers to autonomous systems that can think and take action independently. In practice, Agentic AI could mean resolving routine requests instantly in the background, freeing staff to focus on the complex, sensitive cases where human judgment matters most. While its most advanced applications are still a few years away, the groundwork for its future implementation needs to be laid now. By investing in flexible, future-ready technology, Scotland’s public sector can be ready to adopt these capabilities as they mature.
Strengthening Scotland’s Public Sector for Generational Inclusivity
Scotland’s public sector has a critical responsibility: to deliver fair, dependable services that meet the needs of every citizen, regardless of their background or level of digital literacy. From national police emergency call handling to NHS support lines and local council services, technology is helping Scotland’s public sector respond more effectively to its citizens. By combining human expertise with smart technology, Scotland has the chance to set a new standard for fairness and inclusivity in public service delivery.