Wipro Digital, the digital business unit of Wipro Limited announced today that it has acquired Rational Interaction, a full-service digital customer experience firm
Wipro Digital, the digital business unit of Wipro Limited announced today that it has acquired a full-service digital customer experience (CX) company, Rational Interaction.
The acquisition will scale offering of Wipro Digital for CMOs, connecting capability of Rational Interaction to outline and orchestrate the customer journey with Wipro Digital’s ability to design and develop experiences on a global scale. Together, the organizations will provide bespoke and effective solutions for the marketing suite martech news.
Long-term revenue can’t be produced from a single splashy marketing effort. Instead, it needs an ecosystem of connected touchpoints over the complete customer journey. The combined offerings from Wipro Digital and Rational Interaction will address this and help the Chief Marketing Officers scale for the future. Rational Interaction assists brands to build sustained Customer experience program success, with core offerings that involve strategic advising, customer acquisition, and customer lifecycle management. This expertise in digital marketing and experience management complements Wipro Digital’s capabilities over architecture, digital engineering, and design. Rational Interaction’s deep customer experience expertise and Wipro’s global scale and industry expertise will provide organizations and their CMOs with the comprehensive digital programs and journeys required in today’s customer-centric world.
Rajan Kohli, President and Head, Wipro Digital, Wipro Limited said that “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 the first impression through repeat sale needs top-notch talent, unique marketing technologies and methodologies, and the capability to scale and demonstrate payback quickly. Together, Wipro and Rational Interaction are an ideal combination for CMOs.”
The end-customer in pretty much every industry, but particularly the hi-tech industry, is being constantly redefined. Therefore, client and channel partner journeys need to be re-imagined.
Nitin Parab, Sr. Vice-President and Global Head, Technology Business Unit, Wipro Limited said that “Capturing customer sentiment in real-time and using AI to engage with customers in more meaningful ways will drive higher engagement, purchase and loyalty. The combined capability of Wipro and Rational Interaction provides an end-to-end solution for clients, who know they have to compete on customer experience.”
Established in 2009, Rational Interaction is headquartered in Washington with more than 300 employees worldwide and offices in Seattle and Bellevue, WA; Dublin; and Sydney. Founded and led by women, the company has become one of Washington state’s 100 largest privately-held companies with a roster of Fortune 50 clients.
Kahly Berg, CEO, Rational Interaction said that “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 clients and ensuring that the digital transformation pays off the brand promise. Global presence and partnerships of Wipro with industry leaders give an opportunity to scale Rational Interaction’s customer experience offerings, building on our success in developing and launching brand-defining campaigns.”
Richard Black, Vice President of Marketing for Acer said that “The customer journey has never been more complex and partnering with an industry leader such as Rational Interaction boosts our capability to build innovative, effective and scalable campaigns that drive brand loyalty while increasing customer retention and sales conversion. We partner with Rational Interaction to deliver marketing programs from a customer-first perspective and create seamless brand experiences that continue to evolve to meet the needs of our constantly changing business landscape.”