Riccardo   Pasto

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

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

Most RecentMost Popular
  • For Customer Experience Professionals

    REPORT: Case Study: JD.com Delivers Superior CX With Digital Supply Chain And In-House Logistics

    How China's Largest Retailer Wins By Infusing Operations With Emerging Tech

    November 12, 2018Riccardo Pasto, Danny Mu

    JD.com, the largest retailer in China, sees investments in logistics and supply chain as key enablers of sustainable customer experience (CX) differentiation in a highly competitive market. This report details how retailers and consumer goods companies can improve operational efficiencies and deliver superior CX by applying emerging technologies to both front-end and back-end operations.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Banking Wave™: China Mobile Apps, Q2 2018

    China Merchants Bank Leads With Robust, Easy-To-Use Features

    June 28, 2018Riccardo Pasto

    Mobile apps are the primary way that consumers in metro China pay bills, transfer funds, and manage their finances, so Chinese banks have to design, build, and deliver mobile experiences that both help customers achieve their objectives and differentiate the bank's brand. To see how helpful banking apps are to customers, we evaluated the apps of six Chinese banks. This Industry Wave lays out where these banks excel, where they lag, and what digital business strategy and customer experience (CX) executives can learn from them.

  • For Customer Experience Professionals

    REPORT: Customer Experience Trends In China, 2018

    What China Reveals About The Future Of Customer Experiences

    June 5, 2018Riccardo Pasto

    China has jumped to the forefront of customer experience (CX) innovation globally. In particular, leading tech firms are pushing the frontiers of digital to capitalize on the mobile-first behaviors of Chinese consumers. CX professionals everywhere can use this report to understand the three key trends driving CX innovation in China: seamless experiences, memorable experiences, and trust-building experiences.

  • For Customer Experience Professionals

    REPORT: Case Study: HaiDiLao Cooks The Competition With Memorable Customer Service

    Build Emotional Engagement With Authentic Human Interactions

    May 7, 2018Riccardo Pasto

    HaiDiLao has steadily grown its business from being a little-known restaurant brand in China to becoming the dominant chain of hot-pot restaurants across Asia. This report details some of the customer experience (CX) best practices that HaiDiLao operationalized into its business to create a delightful and memorable dining experience in a fiercely competitive market.

  • For Customer Experience Professionals

    REPORT: The State Of CX Management In China, 2017

    Build Stronger Management Capabilities To Improve Customer Experience

    September 18, 2017Riccardo Pasto

    Chinese firms are investing more effort and resources in customer experience (CX) as a differentiator and source of market strength. This report examines the findings from our 2017 CX management maturity survey, which we fielded to business decision makers in Chinese firms and reveals the challenges to implementing a more disciplined CX management approach. We also conducted in-depth interviews with several local firms to identify best practices that CX pros can implement for each CX management competency.

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