Accent Bias against Agents: The Hidden Enemy of Your Contact Center

Many companies rely on offshore contact centers for operational efficiencies & ROI improvement in countries like India, the Philippines, Mexico, and more, where talented, English-speaking teams are ready to assist customers. But there’s one ongoing challenge that can’t be ignored—accent bias. Sometimes, regional accents cause customers to feel suspicious, spammed or worse, aggressive, leading to a poor experience for both customers and agents. In fact, a single interaction can determine whether a customer stays loyal or takes their business elsewhere. Ultimately, the person who bears the brunt of this is the person trying to do their best - the agent.

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According to researchers, people with non-native accents are often judged as less intelligent, less competent, and less educated, with poor English skills, and unpleasant to listen to.

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Fortunately, Sanas has built the solution to help, and there are now thousands of agents who refuse to work without it. By enhancing the clarity of agents' speech, Sanas bridges the gap, helping agents connect with customers more effectively. This boosts agent confidence and significantly improves customer satisfaction.

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Let’s explore the impact of accent bias on contact centers, how Sanas is addressing this challenge, and some success stories from customers already experiencing the benefits.

The Accent Dilemma in Contact Centers 

Every day, contact centers handle thousands of calls, chats, and support tickets. But no matter how well-trained or knowledgeable your agents are, communication can break down when accents differ. These breakdowns aren’t about language proficiency but about the natural diversity in how we speak.

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A customer and an agent might both be fluent in English, but their accents may cause slight miscommunications. These small hurdles—asking for clarification, repeating instructions—slow down the conversation, increase frustration, and can turn a straightforward interaction into a longer, more costly experience for both parties.

The Ripple Effect of Accent Biases

Accent barriers in contact centers may seem like a minor issue, but their impact creates a ripple effect across the entire operation. It starts with frustrated callers who struggle to understand agents, leading to longer calls, repeated information, and escalated issues that could have been resolved quickly. This frustration doesn’t stem solely from accent differences; human bias plays a role as well. When customers perceive an accent as difficult to understand, they may become impatient, which shifts the tone of the interaction. Over time, this erodes customer satisfaction, with studies showing that businesses with a First Call Resolution (FCR) below 70% can see a 20% drop in CSAT scores. For contact centers, where customer satisfaction is key, these challenges can drive loyal customers away, as they turn to competitors who offer smoother communication.

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But the ripple effect doesn’t end there. Accent-related misunderstandings take a toll on your agents. Contact center agents often face unfair judgments based on their accents, which can lower their confidence and job satisfaction. This can lead to higher attrition rates in an industry that already faces an average turnover of over 40%. Low morale from constantly dealing with accent bias not only demotivates agents but also increases the cost of hiring and training new staff. And training agents to adopt a neutral accent is not a one-time solution—it’s an ongoing, resource-intensive process that often falls short of eliminating accent bias. It’s a costly cycle that continuously escalates, placing a significant financial burden on the contact center industry due to accent-related misunderstandings and inefficiencies.

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These inefficiencies increase operational costs and strain employee retention, ultimately impacting the overall performance and efficiency of the contact center.

Redefining Agent Communication with Real-Time Accent Translation

Traditionally, contact centers have focused on hiring agents with "neutral" accents to appeal to a wide customer base. While this may smooth communication, it often requires costly training programs aimed at reducing accents, compromising the authenticity of customer interactions. Sanas changes the game with its Real-time Accent Translation technology, empowering agents to confidently use their natural accents while maintaining clear communication.

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Sanas’s technology functions as a virtual microphone, intercepting and processing speech through neural networks in real time while preserving the agent’s original voice, tone, and warmth. This ensures that while accents are adjusted for clarity, the agent’s unique voice characteristics remain authentic. Additionally, it includes in-built features like noise elimination and voice enhancement to ensure that speech is clear and effective, even in busy environments. Supporting over 400 dialects, Sanas fosters an inclusive, fair workplace and ensures effective communication in any setting.

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"With Sanas, I do not need to undergo accent training, and I can speak naturally in English. I don’t want to work without Sanas." – AJ, Agent from Philippines

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In a world where authentic communication is key, Sanas offers a forward-thinking solution that empowers agents to be themselves and focus on their customers, ensuring that customer service is seamless, inclusive, and impactful

The Future of Global Contact Centers Starts Here

Sanas isn’t just a tool—it’s a new way of thinking about communication in contact centers. As businesses continue to expand globally, embracing diverse talent is crucial. Sanas empowers contact centers to embrace a diverse, global workforce without worrying about how accents may impact customer experience.

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As the contact center industry evolves, so do the expectations of your customers. By adopting Sanas’ Accent Translation technology, you can ensure that accent barriers are a thing of the past, allowing your team to focus on what matters most: delivering exceptional service.

The Proof is in Sanas’s Customer Success Stories 

Sanas is already making a significant impact across global contact centers, with companies seeing measurable improvements in both customer experience and operational efficiency.  With over 95% adoption rate, agents refuse to work without Sanas. "I received a message this morning from an ops director who said ‘This is crazy, my agent didn’t want to move to a new campaign when she got to know Sanas isn’t used on that campaign.’ Never in my 23 years in this industry have I heard an agent say that." - Gokul Rajaram, Investor and Company Helper (source)

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By using Sanas, brands like Wyndham Hotels & Resorts has been able to break down communication barriers between agents and customers from different regions, resulting in improved CSAT scores and reduced Average Handle Time (AHT). “Sanas's pioneering technology aligns perfectly with Wyndham’s broader efforts to be genuinely customer-centric, breaking down communication barriers and ensuring that every interaction feels personal, effortless, and engaging.” says Michael Mahar, SVP Tech & Digital Services, Wyndham Hotels & Resorts. Sanas aligns perfectly with their customer-centric approach, making every interaction feel personal, effortless, and engaging.

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Offering technology that converts accents in real-time , Sanas has made great strides in transforming communication and elevating agent performance, morale, and overall job satisfaction. 

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Experience Sanas for yourself. Sign up for a free demo today