Business process management company Firstsource Solutions has partnered with Sanas, the startup behind the world’s first real-time speech understanding platform, to make customer conversations clearer, faster, and less frustrating.
At the core of the collaboration is Sanas’ Real-Time Accent Translation technology, which transforms spoken accents without altering tone or meaning. Agents still sound like themselves, but are easier to understand. No repetition, no awkward clarifications, only smoother, more natural interactions.
The move is part of Firstsource’s UnBPO strategy: replacing legacy outsourcing with intelligent, embedded tech that scales.
Early numbers from enterprise deployments suggest this isn’t just window dressing:
- 17% average increase in sales efficiency
- 21% NPS lift at a Fortune 20 tech company
- 18% drop in average handle time
- 22% improvement in CSAT
- 95% agent adoption
It’s a measurable shift, and it aligns with a broader trend. Companies that adopt AI early in CX are 128% more likely to report high ROI, according to recent data. By building Sanas into daily operations, Firstsource is turning AI from a novelty into a business driver.
“The Customer Experience (CX) landscape is undergoing a fundamental shift—from cost efficiency to outcome-driven impact. With Sanas’ AI-powered Real-Time Accent Translation, we are enabling more inclusive, fluid customer conversations — irrespective of who the customer is — a consumer, a student, or a patient — without the need for hardware changes or system overhauls. It is an innovation that works in the background but transforms everything. This is the Future of Work in action—a seamless human-AI partnership where technology enhances connection, boosts responsiveness, and empowers agents to perform at their best,” said Ashish Chawla, president, CX and Consulting at Firstsource.
Sanas previously partnered with French contact centre provider Teleperformance to provide real-time accent-softening technology to dial down Indian and other accents.Â