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Línea Madrid: Preferential Attention for People Over 65

Received Golden Case recognition at the CAF Users Event 2025 in Warsaw

CAF Best Practice
Date of publication: September 2025

Executive summary

The Preferential Care Project improves access to municipal services for people aged 65 and over by simplifying procedures and reducing waiting times. It offers a free 24/7 telephone line and improved face-to-face services.

The project combines traditional face-to-face services with digital inclusion measures to ensure that seniors are not left behind in the digital transformation, making public administration more inclusive and responsive to older adults’ unique needs.

About the organisation

Línea Madrid is Madrid City Council’s citizen service, designed to provide people with information and accessible municipal services. It is offered through multi-channel assistance, which includes face-to-face assistance in 23 main Citizen Service Offices and several auxiliary offices, telephone assistance (010) and telematic assistance on social networks (FB, X, online chat) in addition to the web www.madrid.es.

Línea Madrid facilitates administrative processes and provides information on public services. It also coordinates the management of the appointment system for the entire Madrid City Council. In 2023 it provided more than 10.5 million services, and in 2024 more than 10.8 million services were carried out by LM.

Quality improvement aspects

As a result of the 2020 pandemic, there is both saturation of the 010-telephone line and difficulty in obtaining appointments at the Citizen Service Offices, which causes a certain unease among the elderly, who express a difficulty in accessing the local administration, as they do not have sufficient means to process transactions in the electronic administration.

The measures developed to make up for these shortcomings are:

  • to create a new preferential attention number for the over 65s, free of charge and without rejection of calls, without prompting (no need to choose any option), with direct access to agents covering all profiles to deal with requests
  • in-person attention: the service would be provided without prior appointment for

The main objective of the Preferential Attention Project for the Over 65s in Línea Madrid was to guarantee equal access to municipal services for the elderly population, a group that faces technological and mobility barriers.

The specific objectives were:

  • To offer an accessible service adapted to the needs of the elderly, providing personalised assistance through face-to-face and telephone
  • To increase their satisfaction and trust in the public

The number of people attended and their satisfaction have been measured, and since 2024 a special ticket for the elderly has been included in order to be able to evaluate waiting and service times in a more refined way.

Stakeholders and communication

  • Project manager: General Director for Citizen Services, Fernando Carrión.
  • The project was led by the Subdirectorate for Citizen
  • Communication of the CAF initiative:

Internal Communication: through e-mails and meetings with the staff of the presential and telephonic channels.

Staff were involved in the project through specific training on inclusive preferential care and empathy in dealing with the elderly.

External Communication:

Citizens were informed through the City Council website, radio, press and social networks that a free telephone number to assist the over 65s was created by Madrid City Council to provide 24-hour service, seven days a week, to people over the age of 65. This announcement was made by the Councillor for Territorial Coordination, Transparency and Citizen Participation, Silvia Saavedra, at the Cerro Bermejo Senior Citizens’ Centre in the Latina district.

“Thanks to this number, we seek to ensure that our elderly have easy access to all the services of Línea Madrid without having to move from home or go to the citizen service offices”, explained Saavedra during the presentation, at which she was accompanied by the Delegate for Families, Equality and Social Welfare, José Aniorte; the Councillor for Latina, Alberto Serrano; representatives of the municipal groups and members of various associations for the elderly in the district.

Calls to this telephone number with preferential attention for people over 65 years of age will be answered by 010 agents with more experience in providing the service. “At 900 111 065, people over 65 will continue to be able to obtain general and personalised information and will also be able to carry out a wide range of procedures and formalities that Línea Madrid has taken on”.

 

  • The needs and opinions of service users are taken into account before, during and after the process of change, through the SyR (suggestions and complaints system) and by means of an annual LM satisfaction survey with disaggregated data for the elderly. In addition, at the end of each face-to-face and telephone service, an evaluation of the service is offered.
  • The project did not require the participation of external entities or private consultants.

Implementation process/approach

During the previous CAF process, we had already detected the need for improvement in relation to seniors, and it was exacerbated by the consequences of the COVID pandemic, as the capacity of the offices was reduced, and in order to maintain it, it was made compulsory to make appointments for all formalities.

Implementation Phases

Phase 1 (April 2022):

  • Enabling walk-in service in the Offices.
  • Creation of priority shifts at times of peak demand.

Phase 2 (May 2022):

  • Launch of the 900 111 065-telephone line with priority attention.
  • Improvements in the technological infrastructure to facilitate access.
  • Priority telephone number for the elderly

900 111 065 is the Madrid City Council’s free telephone number for people over 65 years of age. It operates 24 hours a day, 7 days a week.

On 900 111 065, the over 65s can obtain general and personalised information and carry out a wide range of procedures and formalities.

Methods and tools used

CRM system was adapted to prioritize calls from the elderly, so that when a person dials 900 111 065, the system gives priority to that call over the others and it is immediately attended by an agent.

Specialised training was also organised for the staff, including content on how to serve the seniors and the adaptation of the CRM shift system.

Project costs: no extra financial cost.

The only additional cost would be the implementation of the 900 line by Telefonica España, but as it has already contracted a comprehensive package of services with the council, this line was included in the package.

Main successes and challenges of the implementation process

Successes: Increased satisfaction and reduced waiting times for elderly people.

Challenges: Adapting the system to the growing demand for care by the group of senior users.

Success Measurement. Main results with regards to the focus area

The Preferential Attention Project for individuals over 65 in Línea Madrid has delivered measurable results, enhancing user satisfaction and organization’s service effectiveness. Key metrics from 2022 to 2024 underscore the initiative’s tangible impact, demonstrating its success in addressing the needs of older citizens.

  • Older adults remain a significant segment of users at the Citizen Service Offices, accounting 859 seniors in 2022, 105.016 in 2023, and 168.087 in 2024. This demographic’s sustained reliance on face-to-face services highlights their critical role in service demand.
  • Senior satisfaction scores (out of 10) for the annual survey of the 010 line are as follows: 74 (in 2022) 9.20 (in 2023) 9,28 (in 2024)
Key Enhancements for Seniors in Offices:
  • No Appointment Required: Walk-in access eliminates the complexity of scheduling in advance.
  • No Waiting in Queues: Seniors bypass waiting room lines, ensuring prompt
Preferential Telephone Line (900 111 065)

Number of Telephone line senior users: 39.742 persons in 2022, 65.750 in 2023, 97.072 in 2024 and satisfaction scores (out of 10) of senior users along these years have been as follows: 8.46 (in 2022) 8.69 (in 2023) 8,62 (in 2024)

This demonstrates effective demand management while continuing to meet the target demographic’s needs. 

Key Enhancements for Seniors in telephone channel:
  • Priority Handling: 100% of calls from seniors are answered, compared to up to 35% unanswered during peak demand for general 010 calls.
  • Minimal Waiting Times: Seniors wait an average of 10 seconds to connect with an agent, compared to 200 seconds (3.4 minutes) for standard calls.
  • Extended Support: Senior calls receive 20% more handling time to ensure comprehensive assistance, with an average call duration of 350 seconds (5.8 minutes).
  • The preferential line eliminates technological barriers by connecting seniors directly to agents without requiring keypad navigation. Free calls ensure accessibility for all users, regardless of location or technological

This graphic shows a comparison of the number of seniors served over three years in the two channels. It can also be seen that the number of services is higher because each person can request several procedures. Over the years, it is clear that the number of elderly people served is increasing.

The MY ticket for seniors without appointment has been introduced in the Citizen Attencion Offices. It started on October 31, 2024 in tests and the first day that services were correctly registered was November 4, 2024. 

[ A number of Graphs/Diagrams are mentioned in the following sentences, they can be viewed in the full report from page 183, the report is available via Report-of-the-10th-European-CAF-UsersEvent-Smart-Governance-People-Centred-Efficiency-Driven_2.pdf) ] 

This graph compares the waiting times between seniors and the rest in both channels.

As we can see, older people wait less to be attended to:

  • In the offices, the waiting time is about 9 minutes for the elderly versus over 10 minutes for the rest
  • On the phone, the general waiting time is about 3 minutes whereas for the elderly it is about 10 seconds.

 

 

This diagram shows the satisfaction of seniors comparing channels and years, in scores out of 10.

 

Face-to-face service is increasingly valued, while the evaluation of telephone service seems to have reached a ceiling.

 

Here we show the claims and compliments posted in 2024 by seniors compared to the rest. The elder served in the offices submitted about 25% of complaints and 70% of compliments (out of their own global feedback)

Among those attended by phone, older people made around 60% of claims (out of their total number of opinions), while for younger people this rises to more than 80% of their own feedback.

In other words, seniors give higher percentages of compliments and lower ratio of complaints than the under 65 group.

The essence of the innovation and the transferability of the solutions introduced

The project is innovative and a good example for other institutions because:

  • Incorporates a multi-channel approach adapted to digitalisation without excluding the elderly.
  • It prioritises care for a vulnerable group, with an inclusive design.

Transferability to Other Organisations

Any public administration with a citizen care service can replicate the model. Elements such as priority attention and staff training can be adapted. In fact, the municipal Tax Agency is already making similar adaptations to serve the elderly.

These factors have contributed to the success of the project:
  • Staff awareness-
  • Use of accessible
  • Continuous evaluation of impact.

Recommendations for Other Agencies

  • Involve citizens in the design of the service.
  • Conduct pilot tests before full implementation.

Lessons learnt to be shared with other institutions in relation to the implemented project

Lesson 1: Inclusive care improves service quality

It has been shown that designing services adapted to the needs of seniors not only increases their satisfaction but also optimises the distribution of the workload across channels.

Understanding specific needs: It is essential to conduct studies and surveys to understand the needs and preferences of the elderly. This includes aspects such as accessibility, ease of use and relevance of the services offered.

Service customization: Tailoring services to make them more accessible and user-friendly for seniors can include simplifying processes, removing physical barriers and providing personalized assistance.

Staff training: It is essential that staff are trained to deal with seniors in a respectful manner. This not only improves the customer experience but can also increase staff job satisfaction by seeing the positive impact of their work.

Use of assistive technology: Implement technologies that help seniors access services more easily and safely. This may include assistive listening devices, voice recognition software, and simplified user interfaces.

Workload optimization: By designing services that are more efficient and accessible, the distribution of workload among different service channels can be optimized. For example, if seniors find it easier to use certain services online, this can help to optimize the distribution of workload between different service channels.

Lesson 2: Technological adaptation must be progressive

Tackling the digital divide means balancing the transition to digital services without eliminating traditional options.

Addressing the digital divide:

Assessing the current situation: It is important to start with a thorough assessment of the current situation in terms of technology adoption. This includes identifying which segments of the population have limited access to technology and what barriers they face.

Education and training: Provide training programmes to help people become familiar with new technologies. These programmes should be accessible and tailored to different skill levels.

Gradual implementation: Introduce new technologies gradually, allowing people to adapt at their own pace. This may include the co-existence of digital and traditional options during a transition period.

Continuous feedback: Establish feedback mechanisms to collect opinions and suggestions from users.

Balance between digital and traditional services:

Maintain traditional options: It is crucial not to eliminate traditional options outright. Many people may be more comfortable with traditional methods and need time to adapt to new technologies.

Promoting the benefits: Clearly communicating the benefits of digital services, such as convenience and efficiency, can help motivate people to try them.

Personalised support: Offer personalised support for those struggling with the transition. This can include telephone assistance, live chat or in-person help.

Benefits of progressive technology adaptation:

Social inclusion: Ensure that no one is left behind in the transition to a more digital society.

Increased adoption: A gradual and well-supported transition can result in increased adoption of new technologies.

Improved satisfaction: Users feel more comfortable and satisfied when they have the time and support to adapt to changes.

Lesson 3: Impact measurement must be continuous

To ensure the long-term success of the project, it is key to establish feedback mechanisms and make adjustments based on the results obtained.

Establish feedback mechanisms:

Surveys and questionnaires: Implement regular surveys and questionnaires to collect user feedback on services offered. Conduct periodic reviews of data collected to identify areas for improvement and adjust strategies accordingly. This ensures that services remain relevant and effective.

Benefits of continuous impact measurement:

Continuous improvement: Constant feedback allows for continuous improvement of services, ensuring that they adapt to the changing needs of users.

Increased customer satisfaction: Users feel valued when their opinions are listened to, and changes are made based on their feedback.

Long-term success: The ability to adapt and continuously improve is key to the long- term success of any project or service.

Implementing continuous impact measurement not only helps maintain the quality and relevance of services but also fosters a culture of continuous improvement and adaptation.

Read the
complete study

About the author(s)

Fernando Carrión Morales & Mar Núñez Suárez
Citizen Services of Madrid City Council
Spain

Other best practices

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Written by: Fernando Carrión Morales & Mar Núñez Suárez
of Citizen Services of Madrid City Council

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CAFficiency (www.cafficiency.suk.gov.rs)

Received Golden Case recognition at the CAF Users Event 2025 in Warsaw
September 2025 -
The Human Resources Management Service (Government of the Republic of Serbia)
, Serbia