We’re in the business of helping customers be digital, not just do digital. That word choice may seem trivial, but our nuanced approach opens a world of opportunity for companies that understand the difference.


Much like transformation is an ongoing journey, being digital extends beyond a single customer touchpoint. Modern enterprises compete to provide a superior customer experience (CX) across their brand. Websites, apps, point-of-sale, customer service – every part of the engagement ecosystem is important. This morning we announced the acquisition of Rational Interaction, a full-service digital CX company, to help ensure our clients can be digital throughout their customers’ journey.


Woman-founded and led since 2009, Rational Interaction is one of Washington State’s largest, privately held marketing services firms. The Seattle-based CX leader works with some of the world’s most recognized brands, including Microsoft, Amazon and Acer. Our respective leaders saw a strong strategic and cultural fit from the beginning. We also share a vision for what we can achieve on behalf of our clients, and how we can achieve it better together.


Today’s Chief Marketing Officers (CMOs) need to deliver customer-centric experiences across channels and geographies. Each touchpoint requires a unique blend of data-driven insight and experiential creativity, and every step must be guided by a customer-first mindset.


Wipro Digital’s acquisition of Rational Interaction brings global scale to our combined CMO offering. Rational has expertise across the digital-marketing spectrum, from strategic advice and retail engagement to customer acquisition and lifecycle management. We will integrate that CX expertise with our engineering, analytics, cognitive-intelligence and design capabilities, offering CMOs an integrated service ecosystem. We made a similar acquisition with Designit almost 5 years ago, enhancing our overall design proposition and becoming a player in our clients’ business transformation journey.


This latest news promises tangible benefits for clients around the world. Rational’s customers will now have access to advanced data-management capabilities, myriad transformation services and a deep technical bench. Wipro’s customers will gain access to a robust digital-marketing suite, holistic CX expertise and a portfolio of creative services.


In short, we’ve created a true end-to-end transformation partner. That value proposition will be felt immediately by clients. Over time, the broader market will also embrace our unique ability to create customer-led transformation on a global scale and across the enterprise.


Modern CMOs recognize that managing the CX throughout the customer journey delivers value on both sides of the transaction. By incorporating Rational into the Wipro Digital family, we are doing just that: helping clients succeed by delivering the experience of a (customer) lifetime.

Rajan Kohli

Rajan Kohli

President, Wipro Digital


Rajan Kohli is President of Wipro Digital, the digital services unit of Wipro Limited. Wipro is a leader in digital transformation strategy and services for domestic, multinational, and Fortune 500 companies. Mr. Kohli previously led the Banking and Financial Services (BFS) vertical at Wipro and served as Wipro's Chief Marketing Officer.

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