22-05-2025
Firstsource partners with Sanas to enhance customer conversations with AI
By Aman Shukla Published on May 22, 2025, 15:56 IST
Firstsource Solutions Limited, a provider of business process management services and part of the RP-Sanjiv Goenka Group, has announced a partnership with Sanas, a company offering real-time speech understanding solutions. This collaboration brings accent translation technology into Firstsource's customer service operations.
As part of Firstsource's UnBPOᵀᴹ strategy, the integration of Sanas' Real-Time Accent Translation aims to improve customer-agent communication. The solution enables real-time, speech-to-speech accent conversion, helping agents and customers understand each other more clearly regardless of regional accents. This is intended to reduce communication challenges and improve service efficiency.
According to Firstsource, the technology supports an AI-driven approach to customer experience and has shown measurable impact in early use cases. Reported benefits from similar deployments in other organizations include: 17% increase in sales efficiency
21% improvement in Net Promoter Score (NPS) at a Fortune 20 tech firm
18% reduction in average handling time (AHT)
22% improvement in Customer Satisfaction (CSAT)
95% agent adoption rate
No recorded cases of customers requesting to switch agents due to accent issues
The technology is applicable across various industries, offering scalable support for voice-based customer interactions. The collaboration supports Firstsource's broader digital transformation efforts, focusing on operational efficiency and improved customer engagement through AI-powered solutions.
Aman Shukla is a post-graduate in mass communication . A media enthusiast who has a strong hold on communication ,content writing and copy writing. Aman is currently working as journalist at
