Wipro Digital acquires CX consulting firm Rational Interaction

24 February 2020 Consulting.us 2 min. read
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Wipro Digital, the digital business unit of India-based global tech consultancy Wipro, has acquired Rational Interaction, a Seattle-based digital customer experience consultancy. The move scales Wipro Digital’s offering for chief marketing officers (CMOs), combining Rational’s ability to map and orchestrate the customer journey with Wipro’s digital engineering, architecture, and design capabilities.

Founded in 2009, Rational combines strategic advisory with creative agency offerings to help organizations create successful customer experiences. The firm’s CX services and solutions include strategy, customer acquisition, customer lifecycle management, content and storytelling, experience design, and digital engineering and transformation.

Rational has more than 300 global employees, with offices in Seattle and Bellevue, Washington; Dublin; and Sydney. The firm has worked with a number of Fortune 50 clients, and is one of Washington’s 100 largest privately held companies.

Wipro Digital acquires CX consulting firm Rational Interaction

"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."

Rational and Wipro’s combined capabilities will deliver an end-to-end solution which leverages AI and real-time customer sentiment measurement to drive higher engagement, purchasing, and loyalty.

There are no planned redundancies at Rational, according to a statement from Wipro. The terms of the acquisition were not disclosed.

"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," said Kahly Berg, CEO of Rational Interaction.

Based in Bangalore, Wipro has more than 175,000 global employees across six continents. The firm has $8.47 billion in annual revenues.