Even if you’ve never heard of Rational Interaction, you can see pretty much immediately why a company like Wipro Digital would find it valuable enough to acquire.
The consulting firm offshoot announced late last week its purchase of the Seattle, Wash.-based firm for an undisclosed sum. Wipro Digital said Rational Interaction would become part of its practice aimed at CMOs and uses ethnography to study a client’s customers and their needs to better advise them (as opposed to pushing a particular product or service. Wipro said it had no plans to reduce headcount at Rational Interaction, which is 11 years old and claims a number of Fortune 500 clients.
I find myself increasingly visiting The Financial Brand for all kinds of research, but I particularly admired this recent feature that talked to a handful of CX executives about how banks could improve the way they interact with customers. Best quote: that “digital should allow people to be more human,” and that it’s not just about eliminating friction but recognizing the needs of “digital laggards,” like small businesses.
Salesforce Ventures is investing $80 million in its partner ServiceMax to help boost its abilities to improve the work of field service technicians. This still a somewhat under-examined niche and what I’d almost call the “last mile” in CX. (Disclosure: I provide content marketing services to Salesforce in Canada.)
Finally, I probably shouldn’t link to something that’s so obviously self-interested, but this lighting company’s essay on the value of good lighting in retail customer experiences was actually pretty convincing. Data-driven thinking is great, but people will definitely judge a store by how well they can see what’s on the shelves, and the way in which it might influence their moods.
Shane Schick tells stories that help people innovate, and to manage the change innovation brings. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and Yahoo Canada and is the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.