Wipro Buys Digital CX Firm Rational Interaction

Wipro Digital, the digital unit of business process services company Wipro, has acquired full service digital customer experience company Rational Interaction. Terms of the deal have not been disclosed.

Rational Interaction helps brands create CX programs, with offerings that include strategic advice, customer acquisition and customer lifecycle management services. Before designing new solutions, the company conducts ethnographic research to help clarify who customers are, how they interact with a brand, and what impact this has on the likelihood they will do so again. The firm then maps the customer journey, and brings the resulting data together with CX scores, interaction KPIs and perception data, in order to measure the customer experience.

Rational Interaction is headquartered in Washington with more than 300 employees worldwide and offices in Seattle and Bellevue, WA; Dublin; and Sydney. According to Wipro Digital, the deal connects Rational Interaction's ability to map the customer journey with its own ability to design and build experiences at global scale.

Wipro SVP and Global Head, Technology Business Unit Nitin Parab (pictured) comments: 'Capturing customer sentiment in real time and using AI to engage with customers in more meaningful ways will drive higher engagement, purchase and loyalty. Rational Interaction's and Wipro's combined capability provides an end-to-end solution for clients, who know they have to compete on customer experience'.

Web sites: www.wiprodigital.com and www.rationalcx.com .