Wipro Digital buys customer experience firm Rational Interaction

There are no plans to reduce Rational's staff as it integrates with Wipro, the companies said.

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Wipro Digital, the digital business unit of the global IT company Wipro Limited, has acquired Rational Interaction, a full-service digital customer experience company.

Rational Interaction will continue to grow and service its clients as it integrates with Wipro, according to the announcement, and there are no plans to reduce Rational’s staff.

Why we care

CMOs and marketing leads across industries are being charged with customer journey initiatives, with marketing organizations taking more ownership over the total customer experience. Digital service firms like Wipro are looking to build out their customer experience capabilities to be better equipped when helping CMOs address CX challenges and digital transformation initiatives.

“This acquisition comes at a time when companies increasingly compete solely on CX, and the market for CX spending is growing exponentially,” said Wipro President Rajan Kohli, pointing out that it’s not only about client needs, but also a way for digital service firms to increase their revenue.

By bringing Rational Interaction into its fold, Wipro is positioning itself to offer more holistic customer experience offerings — attracting the CMOs who are focusing on their business’ CX efforts.

More on the news

  • Started in 2009, Rational Interaction is a women-founded, women-led business with more than 300 employees and three global offices.
  • Rational’s core offerings include: strategic advising, customer acquisition and customer lifecycle management.
  • Wipro Digital focuses on digital transformation, and is part of Wipro Limited which staffs more than 175,000 employees across six continents.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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