Pilot project for transcribing calls to the Police and Border Guard Board’s information hotline (612-3000)

For the pilot project, the Police and Border Guard Board (PBGB) selected Feelingstream as a partner, which has developed an artificial intelligence application based on the analysis of customer contacts in different languages, incl. Estonian and Russian. For the pilot, the PBGB had two focuses: directing customers to use more e-channels and improving the display and content of customer information.


The application developed by Feelingstream provides an opportunity to get both a statistical overview and a detailed understanding of customers' concerns across several customer communication channels - calls, emails and chat bots. Analysis of customer communications’ is the fastest and most immediate way to find out which parts of the services the customer is having troubles with and in turn that can be changed quickly. The analysis creates insights for managerial decision-making, which in turn leads to better and more efficient public services.


Within the scope of the pilot, the customer service calls of the Police and Border Guard Board were transcribed from November 2019 to January 2020 (3 months) in the Feelingstream application. In addition, PBGB employees participated in workshops organized by Feelingstream, where speeches were analyzed together. The aim was to find out the main reasons for turning to customers.


Although customer service specialists also provide a lot of feedback to service managers, which services cause most troubles to customers, the Feelingstream application provided a comprehensive analysis option. If the customer service specialist shares that “the customer does not understand”, “the customer cannot find” or “the customer is confused”, then in order to map the situation comprehensively, it is necessary to both see the trend and go into the calls in detail. The result of the analysis can thus be related to the right field / service where the change is necessary to improve the customer experience.


The pilot project focused on calls concerning the issuance of documents. This was already known to be the biggest reason customers call. The self-service created by the PBGB for applying for identity cards and travel documents has led a quarter of applications to the e-channel. However, the analysis carried out during the workshops indicated that since the request for documents takes place every 5-10 years, a long enough time has passed since the previous procedure that next time the clients will no longer remember the right steps to do. The analysis identified those bottlenecks that prevent customers from getting in trouble and further digitizing the document issuance service.