• by Ray Schultz , January 4, 2022

Genpact, a firm that offers professional services, has acquired Hoodoo Digital, a Salt Lake City-based consultancy with expertise in Adobe solutions and will combine it with Genpact’s customer experience business Rightpoint. Terms were not disclosed.  

The purchase mixes Rightpoint’s customer experience skills with Hoodoo’s knowledge of such Adobe as Adobe Experience Manager, Genpact says.

"Today's companies need agile, experience-centered operations that can quickly mine data to drive actionable insights to compete in a digital world of constantly evolving business models," states Katie Stein, chief strategy officer and global business leader, enterprise services, Genpact. 

Rightpoint provides an  end-to-end solution that integrates digital content, e-commerce, data analytics, and marketing operations, the firm says. 

"Embracing a connected ecosystem of data and content is the key to creating the best experiences, whether for customers or employees," says Ron Shamah, chief executive officer, Rightpoint.

Genpact says this is the latest in a series of investments designed to help firms across the globe to create meaningful experiences for customers and employees. 

In 2020,  Genpact acquired Something Digital, a digital agency and Adobe Solution Partner , and combined its capabilities with those of Rightpoint, which it purchased in 2019. 

At the time, Genpact said Rightpoint would leverage Something Digital’s email capabilities in the Adobe Marketo toolset.