Tony Costa

Senior Analyst serving Customer Experience PROFESSIONALS

Tony Costa is a senior analyst serving Customer Experience Professionals. He draws on his past experience as a design researcher, product planner, and technologist to help Forrester clients create customer experiences in the post-PC era. His research topics include experience design, consumer device adoption and behaviors, emerging product and technology trends, and human-computer interaction.

Previous Work Experience

Before joining Forrester, Tony was a senior strategist for Altitude, a product innovation firm, discovering and defining new product opportunities for consumer product companies. Previously, he was a planner at Microsoft, leading long-range planning and technology platform definition for its hardware group. He previously held roles at Motorola leading its next-generation GSM mobile handset portfolio planning and at Accenture Technology Labs investigating the business implications of emerging technologies.

Education

Tony has a master's degree from the Illinois Institute of Technology's Institute of Design and bachelor's degrees in semiotics and the visual arts from Brown University.

Tony Costa's Research

  • For Customer Experience Professionals

    Report: The Data-Driven Design Revolution

    We have entered a new age — one in which the attitudes, rules, and behaviors that govern how firms use data are radically transforming. Highly agile startups and flat organizations are giv...

    • Downloads: 253
  • For Customer Experience Professionals

    Report: Journey Maps: Necessary But Not Sufficient For Running CX Programs

    Journey maps are a tried-and-true tool for understanding customer interactions with a company. As powerful as journey maps are, however, they come up short when it comes to planning what custome...

    • Downloads: 303
  • For Customer Experience Professionals

    Report: Journey Mapping Best Practices

    Customer experience (CX) professionals have been quick to adopt journey mapping. Despite this, journey maps remain underutilized because practitioners view them as point solutions for addressing...

    • Downloads: 707
  • For Customer Experience Professionals

    Report: Brief: Disney Leads The Charge Across The Digital-Physical Divide

    Disney has spent $1 billion on MyMagic+, a next-generation technology-fueled customer experience that transforms the way its guests play, stay, and pay at the "most magical place on Earth." Disn...

    • Downloads: 274
  • For Customer Experience Professionals

    Report: Brief: Design In The Age Of The Customer

    Once viewed as an afterthought, design is now top of mind for companies ranging from Internet giants Facebook and Google to startups Airbnb and Box. As Agile and Lean methods replace requirement...

    • Downloads: 364
  • For Customer Experience Professionals

    Report: Customer Experience In The Post-PC Era

    The rapid consumer adoption of mobile devices, new interfaces, and the changing behaviors they encourage have fundamentally changed how customers engage with companies. Gone are the days when co...

    • Downloads: 1017
  • For Customer Experience Professionals

    Report: Build Seamless Experiences Now

    Multidevice ownership and pervasive connectivity mean customers now have, use, and expect multiple ways to interact with companies far beyond the desktop or retail outlet. This change in behavio...

    • Downloads: 706
  • For Customer Experience Professionals

    Report: Next In Tech: Indoor Positioning

    Location is a cornerstone of mobile experiences and enables some of the most widely used mobile apps, such as Foursquare and Yelp. Location has also become a new battleground as Apple, Google, a...

    • Downloads: 723
  • For Customer Experience Professionals

    Report: Journey Mapping Best Practices

    Customer experience (CX) professionals have been quick to adopt journey mapping. Despite this, journey maps remain underutilized because practitioners view them as point solutions for addressing...

    • Downloads: 707
  • For Customer Experience Professionals

    Report: Anticipate Your Customer's Next Move With Proactive Experiences

    The emergence of powerful mobile devices, connected sensors, and open application programming interfaces (APIs) makes it possible to deliver a new type of customer experience known as proactive ...

    • Downloads: 638
View all of Tony Costa's Research

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