Points of View

Executives must focus on improving customer journeys – Wipro’s acquisition of Rational Interactions aims to help them do just that

Mar 17, 2020 Melissa O'Brien

As customer experience (CX) becomes one of the overused and underdelivered words in our corporate lexicon, it’s still undeniable that CX and, increasingly, employee experience (EX), are incredibly important aspects of business—however we define them. Many companies now see experience as their biggest potential differentiator, and they are hungry for partners to help take them to the next competitive level. One thing becoming increasingly clear is that executives need to thoroughly understand and then improve the “journeys” their customers take along the path to interacting with their brand, researching and buying their products and services, and hopefully becoming repeat or long-term customers. Wipro’s acquisition of Rational Interactions is the latest service provider acquisition aimed at helping its clients do just that— designing and activating customer experiences to create these connections between people and brands that deepen engagement and drive commercial impact.

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