Wipro Digital acquires customer experience firm Rational Interaction

Photo: Hemant Mishra/Mint

Wipro Digital, the digital business unit of Bengaluru-based Wipro Ltd said on Friday that it has acquired Washington-based Rational Interaction, a full-service digital customer experience (CX) company.

Rational Interaction has more than 300 employees worldwide with offices in Seattle and Bellevue in Washington; Dublin in Ireland; and Sydney in Australia. As it integrates with Wipro Digital, Rational Interaction will continue to grow and service its clients, with no plans to reduce its current staff.

“The acquisition will scale Wipro Digital’s offering for chief marketing officers (CMOs), connecting Rational Interaction’s ability to map and orchestrate the customer journey with Wipro Digital’s ability to design and build experiences at global scale. Together, the companies will provide bespoke and effective solutions for the marketing suite,” Wipro Digital said.

“Rational Interaction helps brands create sustained CX program success, with core offerings that include strategic advising, customer acquisition, and customer lifecycle management. This expertise in digital marketing and experience management complements Wipro Digital’s capabilities across digital engineering, architecture and design,” Wipro said.

“This acquisition comes at a time when companies increasingly compete solely on CX, and the market for CX spending is growing exponentially,” said Rajan Kohli, president and head of Wipro Digital. “Discovering, refining and optimizing the customer experience from first impression through repeat sale requires best-in-class talent, unique marketing technologies and methodologies, and the ability to scale and demonstrate payback quickly. Together, Wipro and Rational Interaction are a perfect combination for CMOs.”

This article was first published on livemint.com

Singapore Reporter/s

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Following vacancies can be applied for (only in Singapore).

Following vacancies can be applied for (only in Singapore).   

  • A reporter to track companies/startups that have raised private capital, and have the potential to become unicorns. SEA currently has over 40 companies with a valuation of over $100 million and under $1 billion.
  • A reporter who can get behind the scenes and reveal how funding rounds are put together, or why they’ve failed to materialise. She/he in this role will largely focus on long-format stories. 
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Singapore Reporter/s

In Singapore, we are looking to double our reporting team by this year-end to comprehensively cover the fast-moving world of funded startups and VC, PE & M&A deals. We want reporters who can tell our readers what is really happening in these sectors and why it matters to markets, companies and consumers. The ability to write precisely and urgently is crucial for these roles. Ideal candidates must have to ability to work in a collaborative, dynamic, and fast-changing environment. We want our new hires to be digitally savvy and ready to experiment with new forms of storytelling. Most importantly, we are looking for hard-hitting reporters who work well in a team. Collaboration and collegiality are a must.

Following vacancies can be applied for (only in Singapore).

Following vacancies can be applied for (only in Singapore).   

  • A reporter to track companies/startups that have raised private capital, and have the potential to become unicorns. SEA currently has over 40 companies with a valuation of over $100 million and under $1 billion.
  • A reporter who can get behind the scenes and reveal how funding rounds are put together, or why they’ve failed to materialise. She/he in this role will largely focus on long-format stories. 
  • A journalist to track special situations funds, distressed debt and private credit (from the PE angle) across Asia.