Contact centers target accent friction for seniors with AI voice tools
LONDON, UNITED KINGDOM — Contact centers are increasingly turning to artificial intelligence (AI) to bridge communication gaps caused by accents, particularly for older customers who report frustration when they cannot easily understand agents.
According to a report from No Jitter, AI-powered accent-softening tools promise to improve customer experience (CX) and reduce costly call repetition, while giving outsourcing firms a chance to expand their global talent pool.
AI accent tools improve clarity in customer calls
Accent barriers remain a persistent challenge in contact centers, especially during complex, urgent, or emotionally charged calls.
While younger customers are generally less sensitive to where an agent is based, older customers, particularly those aged 65 and above, often consider clear communication a top priority.
“Forty-seven percent of the oldest age group, 65 plus, put it as a top three CX factor,” said Steve Morrell, managing director of analyst firm ContactBabel.
“It’s simply they want to be assured that they’re understood and reassured that the person at the other end of the phone has actually understood the whole issue and then can solve their problem,” Morell added.
Several tech firms, including Krisp, Sanas.ai, and Tomato.ai, now offer AI products that can “soften” accents, making it easier for customers to follow conversations.
Morrell notes that these tools can be integrated flexibly, allowing agents to continue speaking naturally and activating accent adjustment only when needed.
This approach aims to preserve cultural authenticity while improving comprehension and reducing the number of repeated explanations during calls.
AI accent technology transforms offshore BPO operations
For business process outsourcing (BPO) providers, accent-softening technology could be a game-changer.
Morrell highlighted that many customers have had bad experiences with offshore contact center agents because of, in some cases, mutual misunderstanding, and AI will improve their performance, and they can go back to their clients with successful outcomes.
“The question becomes: What do those customers then do? Did they give the company bad reviews and stop doing business with them?” Morrell asked.
“So, there’s pressures from two sides. The second one is probably bigger but is much more difficult to quantify because people generally just move on.”
AI also has the potential to improve the agent experience. Frequent interruptions asking for repetition can lead to frustration and attrition, a long-standing problem in the BPO sector.
Research shows that 37% of BPOs reject applicants due to accents, even though the candidates have the necessary skills and empathy.
“[The BPOs] are basically saying, ‘You have talent and empathy, but we know customers just won’t understand you’ even though those applicants were good enough to get interviewed in the first place,” Morrell explained.
Softening accents may help retain talent while ensuring customers receive timely, clear support.
As the outsourcing industry continues to adopt AI solutions, accent management exemplifies a broader trend: technology is not replacing human agents but enhancing their ability to communicate effectively.
By tackling accent friction, companies can improve CX, lower operational costs, and support a more inclusive, global workforce, underscoring how thoughtful AI deployment can drive both efficiency and empathy in the customer service ecosystem.
