Cognizant showcases its capabilities in the field of digital customer experience

At a recent analyst briefing day in Amsterdam, Cognizant provided us with detailed insights into a range of current client projects conducted through its 'Cognizant Interactive' practice (which it defines as an 'Experience Agency with global scale delivering world class experiences for clients').

Cognizant has gained comprehensive capabilities in the digital agency space from a string of acquisitions made over the past few years:

  • Zone, a UK-based full-service digital agency with around 270 employees;
  • Netcentric, a Switzerland-based digital experience and digital marketing company, with 400 employees and extensive capabilities, especially in Adobe Experience solutions/operations leveraging the Adobe Experience Cloud;
  • IdeaCouture, a Toronto-based 'innovation consultancy' with 170 employees worldwide, offering a broad range of digital innovation, strategy, design and technology services, based on a multi-disciplinary, human-centric approach to solve complex business problems and identify opportunities for new value creation;
  • Mirabeau, an Amsterdam-based digital marketing and customer experience agency with 300 employees, focusing on the combination of design and technology for improved customer and/or employee experiences as well as enhanced productivity.

The acquisition of these four companies has not only added more than 1,100 employees with relevant experience, but also an impressive customer base, including well-known brands such as KLM and Transavia. The client list includes many more, but unfortunately they cannot be named publicly (yet). The projects conducted for clients are of very significant size, and often the client relationships have existed over long periods of time. Besides, Cognizant was successful in winning a major digital transformation project with the UK Football Association in 2017 to help modernize ways of participation for different football audiences.

Cognizant is following a well-considered approach to integrating the acquired companies: They will retain their brand, office locations and go-to-market strategy, while benefiting from the cooperation with the rest of the company. Cognizant’s Digital Business unit helps to foster collaboration between the acquired companies as well as the wider Cognizant organization (e.g. technology and platforms) and supports cross- and up-selling opportunities. Thus, the companies receive access to Cognizant’s technology to be able to offer clients a broader scope of services, i.e. end-to-end solutions and skills.

In PAC's view, this is a smart move by Cognizant. Though less visible so far than some of its peers (e.g. Accenture or Deloitte), Cognizant has become one of the Top 10 leading digital customer experience IT service providers globally*. PAC expects that Cognizant will increasingly gain more (and even larger) client engagements that span digital business innovation as well as underlying technology operations.

* Subscribers to PAC's SITSI research can download the global vendor rankings for Digital CX software and service providers here.