Wipro arm acquires Rational Interaction to enhance its digital offerings

Global software major Wipro’s digital arm on Friday said it acquired US-based Rational Interaction to enhance its customer experience offerings.

“The acquisition will scale our digital offerings to chief marketing officers, connecting Rational’s ability to map the customer journey with our ability to design and build experiences at global scale,” Wipro Digital said in a statement.

According to the firm, a single marketing effort cannot generate long-term revenue, as such a development requires an ecosystem of connected touch points and the new acquisition will enable companies to create customer experience programme with strategic advice and customer lifecycle management.