Tony Costa

Principal Analyst serving Customer Experience PROFESSIONALS

Tony Costa is a principal 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 that meet customer's evolving needs and expectations. His research topics include experience design, customer journey mapping, innovation, 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 in design 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: Seven Ways To Scale Customer Journey Mapping Capabilities

    Interest in customer journey mapping has exploded over the last couple years, and Forrester continues to see large numbers of CX pros adopt it as a way of solving a range of CX challenges. As de...

  • For Customer Experience Professionals

    Report: Customer Empathy: Three Essential Strategies For Cultivating It In Your Organization

    To deliver great customer experiences, companies need high levels of customer empathy. Without it, CX efforts risk becoming self-serving and disconnected from customer needs, expectations, and d...

  • For Customer Experience Professionals

    Report: Digital Customer Experience Trends, 2017

    In 2016's edition of this report about digital customer experience (CX) trends, Forrester identified the rise of conversational interfaces and concierge services. In this year's report, we exami...

  • For Customer Experience Professionals

    Report: How To Do Research For Customer Journey Mapping

    Conducting research for a customer journey mapping effort involves more than learning what customers do, interact with, think, and feel. To yield meaningful benefits, CX pros must gather researc...

  • For Customer Experience Professionals

    Report: How Emerging Technology Is Changing CX

    New technologies offer opportunities to connect with customers by designing more appealing experiences. But if those experiences aren't rooted in customer centricity, they won't win hearts and m...

  • For Customer Experience Professionals

    Report: Improve Digital Customer Experiences

    The boundary between digital and physical keeps getting blurrier, and emerging tech like virtual reality and AI-powered chatbots is going mainstream. This is raising the bar for customer experie...

  • For Customer Experience Professionals

    Report: Mapping The Customer Journey

    Companies have woken up to the reality that customer experience (CX) is critical to their business. To help improve experiences that they offer, CX pros have been quick to adopt customer journey...

  • For Customer Experience Professionals

    Report: Customer Experience In The Post-PC Era

    In the post-PC era, customers expect experiences to come to them and provide services aligned with their needs and abilities in the moment. In this report, we explore how consumer experience (CX...

  • For Customer Experience Professionals

    Report: Executive Q&A: Design Personas And Customer Journey Maps

    Personas and customer journey maps are valuable tools that support customer experience (CX) professionals' tactical design decisions and high-level strategic goals of progressing toward experien...

  • 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...

View all of Tony Costa's Research

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