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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: 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.

  • For Customer Experience Professionals

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

    Discover CX Improvements By Understanding Customer Behaviors And Emotions

    July 13, 2017Riccardo Pasto

    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) professionals engage customers in primary research to get to the root of customer behaviors, identify moments of truth and meaningful CX improvement, and increase empathy among stakeholders. In this report, we provide guidance on how to plan and execute co-creation journey mapping workshops.

  • For Customer Experience Professionals

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

    Engage Customers In Storytelling And Visualization Activities To Understand Their Behaviors And Emotions

    July 10, 2017Riccardo Pasto

    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, motivations, thoughts, and feelings. This report explains how CX pros can use co-creation to improve their understanding of customers and augment existing customer journey mapping approaches.

  • For eBusiness & Channel Strategy Professionals

    REPORT: 2017 China Mobile Banking Benchmark

    China Merchants Bank Tops Our Review Of Chinese Banks

    June 1, 2017Eryan Zhou, Riccardo Pasto

    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 their financial well-being. To help digital banking teams understand how their services compare with their peers, identify good practices, and improve their mobile banking services, we used our Mobile Banking Benchmark methodology to evaluate the mobile banking services of six retail banks in China.

  • For Customer Experience Professionals

    REPORT: Rethink Customer Service To Build Emotional Engagement

    Strategies For Building Customer Loyalty With Empathy And Human Interactions

    May 22, 2017Riccardo Pasto

    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 forge strong emotional bonds with their customers, which ultimately feeds brand advocacy. This report investigates why many companies fail to deliver superior customer service and shows customer experience (CX) professionals in service organizations that aim to become customer-obsessed how focusing on empathy and emotions can create sustainable competitive advantage.

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