Normalized claim
Password reset support requests: 100% decrease
This means a 100 percent reduction in support requests for password resets.
Citizens Advice scales its contact center with Amazon Connect and Accenture
Use case typeContact center modernizationUpdated Jul 15, 2026
Citizens Advice selected Accenture to migrate its contact center to Amazon Connect to improve accessibility and provide a reliable, scalable platform for innovation. The migration integrated over a dozen services, multiple local offices, thousands of users, and over 200 phone numbers into a new omnichannel contact center. The organization customized the agent experience with a unified portal and is evaluating Contact Lens and Amazon Q in Connect for future AI-enhanced contact center capabilities.
- Organization
- Citizens Advice
- Industry
- Public Sector
- Location
- United Kingdom
- Published
- July 2026
Reported outcomes
−100%
password reset support requestsOther quantified impact
Strategic outcomes
Customer experience & trustImproved queuing experienceCost efficiencyLower support overheadsOther strategic outcomeReliable omnichannel contact center
Why do we believe this?Outcome claims, sources, and evidence checks
Why do we believe this deployment?Customer identity, provider attribution, maturity, and source checks
- Customer
- Citizens Advice
- Provider
- AWS
- Maturity
- Exploring
- Linked source
- AWS Partner Story
The organization customized the agent experience with a unified portal and is evaluating Contact Lens and Amazon Q in Connect for future AI-enhanced contact center capabilities
Customer identity supportedSource describes one deploymentMaturity supported
Primary read
Use case focus
Showing 3 of 3
- 1Contact center modernization
- 2Customer service automation
- 3Omnichannel service delivery
- The legacy telephony platform was approaching end of life and struggled with rising call volumes.
- Clients experienced a poor queuing experience, and the charity faced high call-fee and IT support overheads.
- Citizens Advice needed a flexible omnichannel platform that could support continual improvement and innovation.
- Selected Accenture to deploy Amazon Connect and integrate it with existing case management and knowledge management systems.
- Built a customized Accenture Unified Agent Portal with WCAG 2.1 AA accessibility alignment.
- Added near real-time and historical reporting on call performance metrics and improved authentication with standard two-factor authentication.
- Evaluating Amazon Connect Contact Lens and Amazon Q in Connect for future automated transcripts and thematic analysis.
- A 100 percent reduction in support requests for password resets.
- The migration went live in May 2023 after a 7-month rollout.
- Citizens Advice serves nearly 250 member charities and over 8,000 advisers through the platform.
Architecture
Accenture migrated Citizens Advice's contact center to Amazon Connect, integrating it with case management and knowledge management systems. The implementation added a customized Accenture Unified Agent Portal, standardized two-factor authentication, and reporting on call metrics. The article also states the charity is evaluating Amazon Connect Contact Lens and Amazon Q in Connect for future AI-enhanced capabilities.
Sources & evidence1
Evidence: Medium50/100Evidence strength
- Customer explicitly identified
- Deployment status explicitly supported
- Quantified outcome available
- Technical implementation details available
Type: Partner StoryPublished: Jul 15, 2026Publisher: AWSEvidence: PartnerConfidence: High
AI-generated summary. Verify important details with the linked sources before relying on this case.
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