Firstsource and Sanas Partner to Revolutionize Customer Conversations with Real-Time AI Accent Translation

In a major step toward enhancing global customer experience, Firstsource Solutions Limited, a leading business process management (BPM) company, has entered into a strategic partnership with Sanas, an innovative AI speech technology company. This alliance is set to transform customer service operations with real-time accent translation technology, making customer interactions more inclusive, efficient, and impactful.

AI-Powered Customer Experience: A Game Changer

As businesses around the world adapt to rapidly evolving customer expectations, AI in customer service is no longer a luxury—it’s a necessity. Firstsource’s collaboration with Sanas exemplifies this shift by focusing on AI-driven voice technology that enhances clarity in conversations between customer service agents and customers, regardless of regional or cultural accents.

Sanas’ Real-Time Accent Translation technology modifies speech in real-time, enabling seamless understanding without altering the speaker’s words or intent. By integrating this cutting-edge AI solution into its customer service ecosystem, Firstsource is redefining how global customer interactions are managed, boosting satisfaction and operational performance.

Real-Time Accent Translation: Proven Results

Initial deployments of Sanas’ technology across several enterprise clients have yielded impressive results:

• 17% increase in sales efficiency
• 21% boost in Net Promoter Score (NPS)
• 18% reduction in Average Handle Time (AHT)
• 22% improvement in Customer Satisfaction (CSAT)
• 95% agent adoption rate
• Zero customer complaints about agent communication

These statistics highlight the transformative impact of AI on contact center operations, proving that AI-powered customer service tools can deliver measurable benefits.

Firstsource’s Vision: Human-AI Collaboration for Better Outcomes

Ashish Chawla, President – CX and Consulting at Firstsource, commented on the development:
“This partnership with Sanas is a clear example of how we envision the future of work. It’s a human-AI collaboration where advanced technology supports and empowers customer service agents to deliver faster, more empathetic, and more effective support.”

Firstsource has built its reputation by providing agile, customer-centric solutions to businesses in industries such as banking, financial services, healthcare, communications, and media. Through its UnBPO™ strategy, Firstsource is driving transformation by leveraging automation, AI, and analytics to deliver next-gen services.

Sanas: Bridging Communication Gaps with AI

Sharath Keshava Narayana, Co-founder and COO of Sanas, expressed enthusiasm about the partnership:
“We are thrilled to join hands with Firstsource to bring our Real-Time Accent Translation technology to a global scale. This partnership enables more equitable and effortless communication between agents and customers, regardless of geographic or cultural differences.”

By making customer conversations easier to understand and more accessible, Sanas is enabling companies to connect with their customers on a deeper level. This not only enhances the customer journey but also improves employee productivity and morale by removing communication-related stress.

Future-Proofing Customer Service with AI

This collaboration between Firstsource and Sanas highlights a critical trend: the integration of AI in customer experience strategies. As organizations focus on delivering personalized, inclusive, and frictionless customer support, technologies like accent translation will play a pivotal role in shaping the future of customer engagement.

Benefits of AI Accent Translation in Customer Service:

• Enhances customer satisfaction and loyalty
• Increases agent efficiency and confidence
• Reduces language and cultural barriers
• Boosts overall contact center performance
• Enables global scalability of service operations

Final Thoughts: Leading the Future of CX Innovation

With this partnership, Firstsource reaffirms its leadership in digital transformation and customer experience innovation. By leveraging Sanas’ revolutionary AI accent translation, Firstsource is not just solving a communication problem—it is setting a new standard for global customer service excellence.

As customer expectations continue to evolve, this AI-powered solution will enable businesses to deliver faster, smarter, and more human customer interactions across every touchpoint.