Wipro Digital acquires US-based Rational Interaction

BENGALURU: Wipro Digital, the digital business unit of tech services major Wipro, has acquired Rational Interaction, a full-service digital customer experience (CX) company.

The acquisition is aimed to scale Wipro Digital’s offering for chief marketing officers (CMO), connecting Rational Interaction’s ability to map and orchestrate the customer journey with Wipro Digital’s capabilities to design and build experiences at global scale, said Wipro in a press release.

The combined offerings from Wipro Digital and Rational Interaction will look to create an ecosystem of connected touch-points across the entire customer journey and help CMOs scale for the future.


Rational Interaction helps brands create sustained CX programme success, with core offerings that include strategic advising, customer acquisition, and customer lifecycle management. Founded in 2009, Rational Interaction is headquartered in Washington with more than 300 employees worldwide and offices in Seattle and Bellevue, WA; Dublin; and Sydney.

Rational Interaction’s deep CX expertise and Wipro’s global scale and industry expertise will provide companies and their CMOs with the comprehensive digital programmes and journeys needed in today’s customer-centric world, said Wipro.

“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,” Rajan Kohli, President and Head, Wipro Digital, Wipro, was quoted saying.