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Hello Ada’s List! @kyliehavelock

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Rapidly scaling advice services

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(what I learned about the nation during COVID, and how we’re making positive change stick)

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❤

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Most recognised brand in the U.K after the NHS and the BBC 4 in 10 people have used Citizens Advice at some point in their lives For every £1 spent we benefit our clients by £13 7 in 10 people have their problem solved

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Most recognised brand in the U.K after the NHS and the BBC 4 in 10 people have used Citizens Advice at some point in their lives For every £1 spent we benefit our clients by £13 7 in 10 people have their problem solved

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Most recognised brand in the U.K after the NHS and the BBC 4 in 10 people have used Citizens Advice at some point in their lives For every £1 spent we benefit our clients by £13 7 in 10 people have their problem solved

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Most recognised brand in the U.K after the NHS and the BBC 4 in 10 people have used Citizens Advice at some point in their lives For every £1 spent we benefit our clients by £13 7 in 10 people have their problem solved

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PHYSIOLOGICAL SAFETY BELONGING + LOVE ESTEEM SELF ACTUALISATION Mission critical

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Advocacy and policy campaigning Remote advice services Web content personalisation Systems thinking Multi-channel service design Product and content strategy @honeygolightly

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Loss of ration books Homelessness Evacuation Debt 1939 1970s - 1980s Two recessions: growth in poverty Debt, housing and employment issues increase 2000s COVID hits 2020 2010s Child poverty continues to rise in working families

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We’re really good in a crisis

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What happened when COVID hit?

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60% face to face

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0% face to face

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Published 104 new pieces of expert advice content

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Published 104 new pieces of expert advice content Recruited an extra 114 volunteers

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Published 104 new pieces of expert advice content Answered an additional 1,500 calls per day Recruited an extra 114 volunteers

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Meanwhile, our data was predicting a deeper story

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12th - 28th April

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12th - 28th April Citizens Advice’s prediction 512,328

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12th - 28th April Citizens Advice’s prediction 512,328 Department for Work and Pensions 511,940

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Despite all of our efforts, our human channels could not scale to meet demand

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Tailored, tactical advice online without a human adviser

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We’re doing this by • scaling our platforms • using our data to better understand and predict need • experimenting with channel shift • supporting our advocacy work

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Scaling our advice content platforms

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To conclude…

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Strategy evolves quickly in a crisis. Take what you’ve learned and make positive change stick.

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Strategy evolves quickly in a crisis. Take what you’ve learned and make positive change stick.

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We’re always hiring!

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Thank you! @kyliehavelock