Wipro Digital acquires US digital CX company Rational Interaction


Wipro acquisition of Rational Interaction : Wipro’s digital business unit Wipro Digital has acquired US-based digital customer experience company (digital CX company) Rational Interaction for an undisclosed price.

Rational Interaction is engaged in helping brands in creating sustainable CX program success. The core offerings of the digital CX firm are strategic advising, customer acquisition, and customer lifecycle management.

Established in 2009, the Washington-based digital CX provider has more than 300 employees working across its offices in Seattle and Bellevue in the US, Dublin, Ireland and Sydney.

Through the acquisition, Wipro Digital is expected to scale its offering for chief marketing officers (CMOs). This will be achieved by connecting the ability of Rational Interaction to map and orchestrate the customer journey with the ability of Wipro Digital to design and create experiences at international scale.

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Kahly Berg – CEO of Rational Interaction, commenting on Wipro acquisition of Rational Interaction, said: “As companies continue their digital transformation journeys, we see CMOs increasingly stepping in as the leaders of these initiatives, tasked with representing the voice of the customer and ensuring that the digital transformation pays off the brand promise.

“Wipro’s global presence and partnerships with industry leaders provides an opportunity to scale Rational Interaction’s CX offerings, building on our success in developing and launching brand-defining campaigns.”

Wipro acquisition of Rational Interaction

Wipro acquisition of Rational Interaction . Photo courtesy of Rameshng/Wikipedia.org.

Wipro Digital and Rational Interaction will together offer customized and effective solutions for the marketing suite. Their combined offerings are expected to help their clients in creating an ecosystem of connected touchpoints for the entire customer journey, thereby helping CMOs scale for the future.

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According to Wipro, the expertise in digital marketing of Rational Interaction alongside its experience management complements the capabilities of Wipro Digital across digital engineering, architecture and design.

Furthermore, the deep CX expertise of the US digital CX company and the global scale and industry expertise of Wipro will offer the comprehensive digital programs and journeys required in the current customer-centric world to firms and their CMOs.

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Commenting on Wipro acquisition of Rational Interaction, Rajan Kohli – President and Head of Wipro Digital, Wipro, said: “This acquisition comes at a time when companies increasingly compete solely on CX, and the market for CX spending is growing exponentially.

“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.”

Rational Interaction was served by Investment Bank CG / Petsky Prunier, part of Canaccord Genuity, in the role of financial advisor for the deal.

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