Mumbai: In a bold step toward transforming global customer engagement, Firstsource Solutions Ltd. (NSE: FSL, BSE: 532809), a part of the RP-Sanjiv Goenka Group, has announced a strategic partnership with Sanas AI, the pioneer behind the world’s first real-time speech understanding and accent translation platform. This collaboration marks a significant leap in redefining AI-powered customer experience (CX).
As part of Firstsource’s UnBPOᵀᴹ philosophy, the integration of Sanas’ Real-Time Accent Translation technology removes communication barriers by delivering seamless, speech-to-speech translation—empowering agents to connect with customers across geographies, regardless of accent or native language. This enhancement requires no hardware changes, making it a low-friction, high-impact solution.
“At Firstsource, we invest in AI tools that drive measurable impact and elevate both agent performance and customer satisfaction. Our collaboration with Sanas aligns perfectly with our mission to deliver high-performance CX outcomes through smart, human-centric technology,” said Ashish Chawla, President – CX and Consulting at Firstsource.
The partnership addresses a major CX challenge—language diversity and accent-related misunderstandings—which can hamper customer trust, increase handling time, and lead to missed opportunities. Sanas AI solution enhances communication clarity, reduces agent effort, and accelerates issue resolution.
Early Results from Industry Deployments:
- 17% increase in sales efficiency
- 21% boost in Net Promoter Score (NPS)
- 18% reduction in Average Handling Time (AHT)
- Zero requests for agent transfers due to accent issues
- 22% improvement in Customer Satisfaction (CSAT)
- 95% agent adoption rate
“We are excited to collaborate with Firstsource to make communication more inclusive and effortless,” said Sharath Keshava Narayana, CEO and Co-founder of Sanas.ai. “Together, we’re enabling agents to hold clear, impactful conversations with customers—no matter where they are or what language they speak.”
Sanas AI: Future of Work
This integration represents the next wave of human-AI synergy. It not only boosts responsiveness and personalization in customer support but also helps businesses unlock ROI from AI investments. The solution is industry-agnostic and scalable, making it suitable for enterprises in tech, healthcare, education, finance, and more.
As companies shift from cost-focused call centers to outcome-driven CX models, the Firstsource – Sanas AI partnership sets a new benchmark in next-generation contact center innovation.
