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: What CX Pros Need To Know About The Customer Life Cycle

    Customer experience (CX) is rapidly increasing in importance across all phases of the customer life cycle — including early phases over which marketing traditionally had exclusive purview....

    • Downloads: 186
  • For Customer Experience Professionals

    Report: Emotion, Differentiation, And Innovation Take Center Stage In CX's Future

    At Forrester's CXNYC 2015 Forum, mainstage speakers provided a forward-looking glimpse into the practices necessary to deliver exceptional customer experience (CX). Speakers, from CX to marketin...

    • Downloads: 288
  • For Customer Experience Professionals

    Report: The CX Innovation Imperative

    To become a customer experience (CX) leader, CX pros must strike a balance between improving existing experiences and pushing for bolder innovation-based efforts that uncover and deliver new val...

    • Downloads: 295
  • For Customer Experience Professionals

    Report: Brief: McKinsey Enters The Design Race With The Acquisition Of Lunar

    On May 14, 2015, design firm Lunar Engineering announced that management consulting firm McKinsey will acquire it for an undisclosed sum. McKinsey joins a growing list of diverse firms such as A...

    • Downloads: 123
  • For Customer Experience Professionals

    Report: How CX Pros Innovate

    To understand what role customer experience (CX) professionals play in innovation efforts, Forrester talked to CX pros and innovation experts at 29 companies and agencies. What we learned is tha...

    • Downloads: 354
  • 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: 1551
  • 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: 1254
  • 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: 953
  • 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: 989
  • 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: 763
View all of Tony Costa's Research

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