NSPCC optimizes call center resources with digital twin technology

The third sector faces many challenges, from staffing to funding, particularly during times of economic turmoil. However, continuing to meet the growing demand for services in the face of these challenges is imperative. 

British child protection charity the National Society for the Prevention of Cruelty to Children (NSPCC), works to stop child abuse and neglect through a range of activities, from school visits to therapeutic services. But perhaps its most well-known service is the phone support it offers to children through the NSPCC helpline and Childline. 

Combined, the phone lines help handle more than 275,000 contacts per year, with the NSPCC Helpline responding to around 75,000 contacts annually and Childline contacted by a child, on average, every 45 seconds. In total, Childline delivers around 200,000 counselling sessions a year. 

Sadly, demand for these services continues to grow and for the charity, planning how to handle resources is vital to ensuring that services continue to be delivered to those who need them most. 

In 2024, the Operational Research (OR) Society started pro bono work with NSPCC alongside simulation software specialist Simul8 and AtkinsRéalis, a world-class engineering services and nuclear organisation. They deployed a simulation-powered digital twin to redefine the charity’s resource planning processes and optimize its responses to calls and online contacts.

Laura Reid, CEO at Simul8, says: “Our software enables organzations to simulate and test processes and systems in a risk-free environment alongside real-world scenarios, removing the bottlenecks which so often lead to delays or disruption of services. Our software is really helping to make a difference, and in turn, the NSPCC can continue to make an even bigger difference to the lives of so many children at risk.”

What is a digital twin?

As explained by our sister portal, PEX Network, a digital twin is a virtual representation of a business, department, manufacturing process or even a customer. The technology is used to simulate how something will perform in reality and analyze behaviors and dynamics in order to test or refine performance, or predict further needs. 

There are many ways digital twins are used by businesses depending on the need and industry. For example, they offer the opportunity for risk-free testing of new processes or process changes ahead of roll out, as well as training employees in the use of new systems before they are implemented. In the CX space, however, they remain largely underutilized. 

On the use of digital twins for CX in the financial sector, Millie Gillon, who leads on innovation strategy and research at Northwestern Mutual, says: “Unlike in manufacturing or B2B industries, the power of digital twins in financial services remains largely untapped. Digital twins will enable hyper-personalization, facilitate individual portfolio scenario analysis and provide real-time, next-best-action insights to a broader audience, extending beyond just ultra-high-net-worth individuals. 

“As consumers gain more control over their data and privacy, they will also be able to take a more proactive approach to their financial wellness,” she adds. “This shift will democratize advanced financial tools and insights, empowering all consumers to make informed financial decisions,” she adds. 

For the NSPCC, the deployment of digital twin technology allows the charity to improve the speed and efficiency with which contacts are handled.

Using digital twins for charity resource planning 

Working with volunteers from AtkinsRéalis, the NSPCC used Simul8 to deploy a simulation-powered digital twin to redefine its resource planning processes and optimize its responses to calls and online contacts more accurately and more effectively.

Ross Copland, strategic service manager at the NSPCC, says: “When a professional or member of the public contacts our NSPCC Helpline, it’s our responsibility to make sure that we’re there to listen, to support and to help. One contact can be life changing, and this is why we place so much importance on making sure we’ve got people in the right place at the right time to be there when we’re needed most.

“This project has helped us recognize the potential of simulation-powered digital twins and the positive impact they can have on our organization,” Copland adds. 

“We can now make confident decisions on how best to manage our resources, allowing our dedicated staff and volunteers to focus on supporting as many children, young people and the adults concerned about them, as possible,” he continues. 

Following the completion of the project, the NSPCC is now looking to enable this same technology to be applied to the Childline service. 

Stephen Pollard, senior consultant at AtkinsRéalis, OR Society member and project volunteer, adds: “The NSPCC is an incredible charity doing vital work and our teams were keen to have the opportunity to take the skills they use daily and apply them to a project for social good. 

“That inspired us to go the extra mile and deliver a solution that exceeded its expectations, and we’re so pleased to be able to contribute to how the NSPCC targets its resources to make such a big difference to the lives of young people around the UK,” Pollard says. 

Quick links 

• CX leaders in finance reveal top trends: AI, digital twins, customer empowerment
• CX TALK: The Digital Transformation Journey of Marie Curie
• Five brands that put ethics at the heart of their business