Riccardo Pasto

Senior Analyst serving Customer Experience PROFESSIONALS

Riccardo Pasto is a senior analyst based in Beijing, serving customer experience leaders in the greater China market. His research focuses on customer experience management, customer service and support, service design thinking, and localization strategies.

Previous Work Experience

Riccardo has over eight years of experience in Italy and China, working as an analyst and strategist in local SMBs, boutique advisory firms, and multinationals. Prior to joining Forrester, he worked for more than two years at Lenovo as a customer service strategist, where he led strategic planning and market intelligence with a long-term focus on customer experience improvements. At Lenovo, he also drove global post-merger communications between the Lenovo and Motorola service teams. Before Lenovo, Riccardo worked for more than three years at GCS Business Capital, where he led research activities for Chaotics, a strategic business framework for dealing with economic turbulence.

 

Education

Riccardo studied economics and business administration at Ca’ Foscari University of Venice. In addition, he holds a dual MBA degree from Peking University and the University of Washington. Riccardo has lived in the UK, China, and the US and is fluent in English, Mandarin, and Italian.

Riccardo Pasto's Research

  • For Customer Experience Professionals

    Report: How To Run A Co-Creation Journey Mapping Workshop

    Firms struggle to produce complete, actionable customer insights because they don't invest in qualitative research on their customers. With co-creation journey mapping, customer experience (CX) ...

  • For Customer Experience Professionals

    Report: Use Co-Creation Journey Mapping To Improve Your Customer Research

    Research-based customer understanding is the foundation of a great customer experience (CX). Performing research directly with customers is essential to truly understanding their needs, motivati...

  • For eBusiness & Channel Strategy Professionals

    Report: 2017 China Mobile Banking Benchmark

    Digital banking strategy executives need to deliver mobile banking services that not only exceed customers' current needs and expectations, but also anticipate their future needs and improve the...

  • For Customer Experience Professionals

    Report: Rethink Customer Service To Build Emotional Engagement

    Service organizations aiming only to appeal to the rational side of customers' needs will have an increasingly difficult time maintaining loyalty. Companies with a reputation for great service f...

  • For Customer Experience Professionals

    Report: Chinese Banks Must Embrace Customer Experience To Achieve Sustainable Growth

    To achieve sustainable business growth in an increasingly competitive market, Chinese banks can no longer rely on commoditized products and services. Innovative banks that create value for their...

  • For Customer Experience Professionals

    Report: Rethink Customer Service To Build Emotional Engagement

    Service organizations aiming only to appeal to the rational side of customers' needs will have an increasingly difficult time maintaining loyalty. Companies with a reputation for great service f...

  • For eBusiness & Channel Strategy Professionals

    Report: 2017 China Mobile Banking Benchmark

    Digital banking strategy executives need to deliver mobile banking services that not only exceed customers' current needs and expectations, but also anticipate their future needs and improve the...

  • For Customer Experience Professionals

    Report: How To Run A Co-Creation Journey Mapping Workshop

    Firms struggle to produce complete, actionable customer insights because they don't invest in qualitative research on their customers. With co-creation journey mapping, customer experience (CX) ...

  • For Customer Experience Professionals

    Report: Use Co-Creation Journey Mapping To Improve Your Customer Research

    Research-based customer understanding is the foundation of a great customer experience (CX). Performing research directly with customers is essential to truly understanding their needs, motivati...

  • For Customer Experience Professionals

    Report: Chinese Banks Must Embrace Customer Experience To Achieve Sustainable Growth

    To achieve sustainable business growth in an increasingly competitive market, Chinese banks can no longer rely on commoditized products and services. Innovative banks that create value for their...

View all of Riccardo Pasto's Research

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