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: Mapping The Employee Journey

    Journey maps are a powerful tool for diagnosing and fixing interactions. They're valuable for understanding both customer and employee experiences, which is why customer experience (CX) pros alo...

  • For Customer Experience Professionals

    Report: Brief: Six Ways To Add Speed And Scale To Customer Insights

    Customer research through surveys and qualitative studies is the most common approach to learn more about customers. However, these efforts can be time-intensive and expensive. This report descr...

  • For Customer Experience Professionals

    Report: Brief: The Most Popular Customer Journeys To Map

    Customer experience (CX) pros are adopting journey mapping as a tool for improving their firm's customer experiences, and one of the questions that they routinely ask Forrester is what customer ...

  • For Customer Experience Professionals

    Report: The Best Of Bits And Mortar Experiences

    Today's customers live in a world where physical touchpoints, face-to-face interactions, and digital interfaces blend promiscuously. But many companies struggle to bring these elements together ...

  • For Customer Experience Professionals

    Report: How To Assess The Quality Of Your Customer Journey Maps

    Customer journey maps are a highly effective tool for understanding customers' needs and improving a firm's customer experience (CX). Despite this, many companies struggle to get value out of th...

  • 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: Improve Your Digital Customer Experience

    Faced with an expanding ecosystem of legacy websites, mobile sites, and apps, firms need a plan to help them align their technology investments with their customers' most pressing needs. They ca...

  • 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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