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.


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: Brief: How Customer Data Elevates Experiences

    Companies now have access to an abundance of customer data. At the same time, customer attitudes regarding the use of customer data are shifting. Today's customers expect companies to make use o...

    • Downloads: 227
  • For Customer Experience Professionals

    Report: Digital Customer Experience Trends, 2015

    In 2014, Forrester identified the pursuit of user experience (UX) talent and a focus on mobile to drive customer experience innovation as two dominant digital customer experience (CX) trends. We...

    • Downloads: 486
  • For Customer Experience Professionals

    Report: CX Pros Are Blind To The Line Of Visibility

    Most companies don't understand all of the complex interdependencies that shape their customer experience outcomes. As a result, many customer experience (CX) pros and the experiences they are r...

    • Downloads: 197
  • For Customer Experience Professionals

    Report: Start Innovating With Future-State Journey Mapping

    Rising customer experience (CX) scores have been a boon for customers who are now less likely to struggle through poor experiences, but for companies, it means that they must take more aggressiv...

    • Downloads: 419
  • For Customer Experience Professionals

    Report: Brief: Key Takeaways From Forrester's Forum For CX Professionals EMEA 2014

    At Forrester's Forum For Customer Experience Professionals EMEA, speakers discussed key practices necessary for delivering a great customer experience (CX) and ways to overcome obstacles that st...

    • Downloads: 104
  • 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 transformed how customers engage with companies. Gone are the days when companies co...

    • Downloads: 1426
  • 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: 1095
  • For Customer Experience Professionals

    Report: The Seven Steps Of Highly Effective Journey Mapping

    Journey maps are wildly popular. But the production of a map won't change anything unless it is part of a well-defined process that takes into consideration a purpose, goals, and customer experi...

    • Downloads: 814
  • 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: 743
  • 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: 784
View all of Tony Costa's Research

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