Firstsource Solutions Limited, a global leader in business process management and part of the RP-Sanjiv Goenka Group, has joined forces with Sanas, creators of the world’s first real-time speech understanding platform, to deliver a new era of AI-enhanced customer communication.
This collaboration aligns with Firstsource’s UnBPO™ strategy, which focuses on leveraging intelligent, human-centric technologies to transform traditional customer service models. Central to this initiative is Sanas’ Real-Time Accent Translation technology—a groundbreaking solution that eliminates linguistic and accent-related barriers during customer interactions. By enhancing speech clarity and reducing mental fatigue, the tool helps agents communicate more effectively and build stronger global customer connections.
As organizations increasingly shift AI from experimental to operational use, early adopters like Firstsource are experiencing transformative benefits. Studies reveal that such companies are 128% more likely to report high ROI from AI deployments in customer experience (CX) functions. By embedding Sanas’ unobtrusive technology into daily operations, Firstsource is unlocking measurable efficiencies—driving agent performance, streamlining conversations, and delivering impactful CX at scale.
“We aim to partner with innovators whose solutions embody our commitment to scalable, frictionless transformation. Our work with Sanas brings the UnBPO™ vision to life—intelligent solutions that elevate experience and performance while generating significant ROI,” said Ashish Chawla, President – CX and Consulting at Firstsource.
Highlighting the evolving CX paradigm, Chawla emphasized a shift from purely cost-based models to outcome-focused strategies. “Sanas’ real-time speech translation is enabling fluid, inclusive conversations across every touchpoint—be it a consumer, student, or patient—without the need for infrastructure changes. It’s a quiet innovation that delivers big impact.”
This solution represents the Future of Work, where AI enhances human capability, enabling agents to respond more effectively and empathetically to customer needs.
Cross-Industry Benefits and Performance Gains
The technology is industry-neutral, adaptable across sectors, and has already demonstrated substantial outcomes in early implementations:
- 17% increase in sales efficiency
- 21% improvement in NPS at a Fortune 20 tech firm
- 18% reduction in average handle time (AHT)
- 0% customer requests to switch agents
- 22% rise in customer satisfaction (CSAT)
- 95% adoption rate among agents
Sanas Co-founder and CEO, Sharath Keshava Narayana, commented, “Our partnership with Firstsource is a significant milestone in our mission to create seamless and inclusive communication. Integrating our AI with Firstsource’s customer-first culture empowers agents to have more effective conversations across geographies. This sets a new benchmark in contact center performance and customer satisfaction.”
