Leshanie Jayawardena.
In the Sri Lankan context, hotline services play a vital role in providing faster and more convenient service to the public, acting as critical lifelines in emergencies, such as accidents, natural disasters, or medical crises, by connecting individuals with the appropriate responders or services quickly. Its involvement in emergency response, crisis intervention, information referrals, advocacy and report, reassurance and guidance has marked an important contribution to the overall service-providing procedures in various government and non-government institutions. Vulnerable communities and people who have limited access to certain services could immensely benefit from these kinds of services affirming the inclusivity of the services. Generally, hotline services are the first contact point for individuals who are seeking assistance either in during an emergency or in an inquiry. Although this may seem to be an unpopular opinion, high-quality hotline services can be identified as a quietly influential indicator that mirrors the multi-dimensional aspect of development in a country. The development of a well-structured and operationally efficient hotline service in Sri Lanka has evolved over several decades, reflecting advancements in communication infrastructure and public service initiatives. The Marga Institute conducted an independent study to assess the quality of leading hotline services in the country by measuring the overall experience of over thirty institutions through various measures based on accessibility, adaptability, feasibility and professionalism.
Although almost all government institutions and non-government institutions provide hotline services including emergency communication numbers,the quality of their service has room for improvement.
This study prioritized institutions that are frequently contacted by the public, including healthcare, mental health, legal aid providers, financial institutions, consumer rights-concern organizations, hotlines to report domestic violence and child abuse, education institutions, cybersecurity, animal welfare service providers, and government services.
Ideally, the delivery of any hotline service should be shaped according to the type of service it provides and most significantly, the type of beneficiaries that it has to deal with. Adaptability and the ability to understand different circumstances are significant.
One of the primary goals of maintaining a hotline service is to ensure accessibility. However, the study revealed concerning statistics: while 71% of the institutions were reachable on the first attempt, 29% were not, signaling a significant gap in service availability. Additionally, long waiting times exceeding 40 seconds were a common issue, further reducing efficiency.
Professionalism in delivering the service was another key factor that was assessed in the study. While 76% of the institutions provided services with politeness and professionalism, the majority of hotline operators did not introduce themselves. Moreover, only 56% of the operators demonstrated strong communication skills and confidence in their knowledge, which was identified as a weak point. The success rate of addressing queries stood at just 64%, with failures often attributed to insufficient operator knowledge, technical errors, or the absence of responsible personnel to handle specific inquiries. Additionally, 20% of calls were transferred to another person or department, sometimes due to genuine intent to provide better service, but at other times highlighting poor human resource allocation and planning.
The study also found that only 54% of institutions provided clear instructions, and a mere 46.4% were deemed effective in overall service delivery. These findings underscore the urgent need for systemic improvements in hotline services across the country.
Noteworthy observations
Going beyond the numbers, researchers at Marga highlighted some interesting observations of the study, that require attention. A considerable number of institutions lacked an ( opening message and service menu). Enabling that facility could largely enhance the efficiency of the service while utilizing the resources for the maximum benefit. The time and energy taken for call transfers could be reduced, and in turn the the inconvenience. Compared to the hotline services provided by the private sector operators of the government showed a less polite and professional nature in their conversations. Their listening ability was not satisfactory, and some operators have been rushing through the conversation. However, the service of the National Language Commission was marked truly impressive as they could guide through the process with kind consideration till the service was provided, and their follow-up steps were also practical and satisfactory and their willingness to go the extra mile adapting to the nature of the query was highlighted. Child protection hotlines, Mental health service providers such as “Sumithrayo”, “Sri Lanka Life Line”and institutions like “Women In Need” which deal with cases of domestic violence and mental wellness also provided an admirable service overall. The hotline services of banks like BOC, People’s Bank were unapproachable during all attempts and the banks that could be approached were unable to provide certain information when inquired. They also struggled to address certain inquiries confidently and experienced call disconnections before the conversation was completed. Institutions such as the Ceylon Electricity Board (CEB) and the passport office which are often reached out by the general public were hardly approachable and the service menu did not include some options that address specific inquiries. The conduct of hotline service operators has raised serious concerns, with reports of unprofessional behavior and biased treatment of beneficiaries based on their profession and socioeconomic background. This is particularly alarming, as it suggests that individuals from marginalized and underprivileged communities may be ignored or made to feel uncomfortable during service delivery.
Hotline services in Sri Lanka, face significant challenges due to inadequate training for operators and technical limitations. Many helplines suffer from resource constraints, leading to understaffing or the recruitment of personnel who may lack essential crisis intervention skills. This poses a serious risk, as callers in distress require immediate and professional assistance. Additionally, technical failures, such as call drops and outdated infrastructure, hinder the effectiveness of these services, particularly for smaller NGOs that struggle with limited funding.
To improve hotline services, several key measures must be implemented. First, hotline operators should receive specialized training in crisis management, emergency response, and sensitive communication, ensuring they can handle distressing situations with professionalism and empathy. Second, investments in modern call centre technology are necessary to prevent service disruptions, especially during peak hours or emergencies. Enhancing language accessibility by providing support in Sinhala, Tamil, and English will ensure inclusivity. Ultimately, the establishment of a centralized monitoring body is essential to track service quality, ensuring greater accountability and effectiveness in emergency support services, including the policy aspect as well.
Hotline service is not just about speeding up service delivery; it also reflects the extent to which an institution respects and values people. As we discuss national development, this is a crucial aspect to consider, as it highlights broader issues of inclusivity and institutional integrity.