Wipro Digital, a digital business unit of Wipro, completed the acquisition of Rational Interaction, a full-service digital customer experience company, for $54m. The acquisition will scale Wipro Digital's offering for Chief Marketing Officers, connecting Rational Interaction's ability to map and orchestrate the customer journey with Wipro Digital's ability to design and build experiences at a global scale. "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. Together, Wipro and Rational Interaction are a perfect combination for CMOs," Rajan Kohli, Wipro President and Wipro Digital Head.