SC Caller to CI owner can be done since both entities are person.
SC Cost Area -> CI Cost area can be done directly if this is text field or number. But if this is code, it's much trickier. The best way to circumvent this is by *TYPING* instead of selecting.
Select a text field on CIs (for example CI Searchcode) and set it to value of SC Cost Area. Don't press "Add", instead hilight the "CI;Searchcode" and there *TYPE* Configuration Item;CI Cost area
About location: Service Calls don't have a location field but if you manage to add it as a custom entity reference field, then this should be available using standard field selection. If not, try again the typing trick.
From the list select Configuration Item;CI Cost area and when this is selected type just after ;Text
You will notice that value button is active. From there select SC Cost area and then press "Add to list". Press OK to add the update data but do not press next. Instead select the update data action. There double click the action to edit. Select ;TEXT and press delete. Then Press Cancel
The update data now should be CI Cost area set to SC Cost area
There is also another solution. Instead of having two codes "CI Cost Area" and "SC Cost Area" create a new custom code and name it "Cost Area". Create a custom entity reference to it from both Service Calls and Configuration items and you can copy values from one to another without the need to resort to tricks like that.
And since you create a new custom entity reference field you can have different names. For service call SC Cost Area and for CIs CI Cost area. Since both will point to same entity update data will work without problems and without need of tricks.