AI accent technology reshapes call centers, sparks ethical concerns
NEW DELHI, INDIA — As the world’s biggest call center operator, Teleperformance is getting ready to use AI-driven technology that removes employees’ accents in live interactions, an experiment that has the potential to erase cultural identities and is already raising ethical concerns.
The company — which is currently ranked #2 in the OA500 2024 index — spent $13 million on Palo Alto startup Sanas to deploy the tech to improve customer satisfaction, efficiency, and agent well-being. However, critics are worried the practice could erase culture and pose enormous ethical concerns for the workplace when it comes to diversity.
In an interview with Bloomberg, Deputy CEO of Teleperformance, Thomas Mackenbrock, on why this is necessary: “When you have an Indian agent on the line, sometimes it’s hard to hear, to understand. This [technology] creates more intimacy, increases customer satisfaction, and reduces the average handling time: it is a win-win for both parties.”
AI accent neutralization transforms call center industry
The technology does not just subdue accents but also blocks out background noise to enhance the quality of the call and the customer’s experience. Teleperformance has Apple, Samsung, TikTok, and others as its clients.
The technology is already widely used and has many advantages. This is because out of 20 customer service BPO companies, 12 are currently using the same accent modification technology, according to CX Today. Meanwhile, ABC7 News reports that at least seven outsourcing firms have already deployed Sanas products in their call centers. The effects have been real, and users are experiencing:
- 8-12% reductions in average handling time (AHT)
- 14-15% increases in first call resolution (FCR)
- Up to 20% gains in customer satisfaction (CSAT)
- 17% uplift in sales conversion rates
- Up to 50% reduction in agent turnover rates
In a 2021 interview with The Outsource Accelerator Podcast, Andrés Pérez Soderi said the technology aims to “close the accent gap, so that everyone starts [to have] a fair and equal shot at being a fantastic customer service representative, no matter where they’re stationed, no matter where they’re from, and no matter what form of English they speak.”
Sharath Keshava Narayana, Co-Founder & COO of Sanas, told ABC7 News that agent well-being has improved: “I don’t know if I can change the world, but if I can help the agents go back home with a smile on their face and not be abused, I’ll take that win any day.”
Controversy and ethical concerns over accent technology
While the technology has been highly acclaimed for its ability to enhance customer delight and enhance the lives of agents, it has also been met with criticism regarding cultural appropriateness and the potential for discrimination. Some of the critiques include whitewashing, playing into racism, and reducing workers’ cultural identity.
However, its supporters, including Sanas, have argued that the device is meant to fight accent-based discrimination and create more job opportunities for workers in countries like India and the Philippines.
While the technology of your choice can help reduce customer wait time, increase customer satisfaction, and provide a more natural learning environment for agents, critics say there are ethical concerns that must be considered moving forward as companies continue to implement AI in the customer service industry.
