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