Tony Costa

Principal Analyst

Author Insights

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A Few Good CX-related Book Recommendations For CX Day

Tony Costa October 5, 2016
As analysts, we frequently get asked by clients and practitioners to recommend books they can read on various CX topics. So, in the spirit of CX Day, we (the CX analysts at Forrester)  assembles a list of some of our favorite CX-related books to share with the A fewCX community. We hope you find them […]
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Calling All CX Pros! Participate In Forrester’s State Of CX Research Survey (And Receive A Copy Of The Results)

Tony Costa July 6, 2015
Forrester's CX team is running a study on the state of customer experience in companies and would love your help. You just have to take our short (15-minute) survey. The purpose of the survey is to gain insight into: How companies staff and manage their customer experience efforts. Their attitudes and behaviors in relation to […]
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Data-Driven Design Reshapes Businesses And Experiences

Tony Costa September 18, 2014
As I wrote in my previous blog post and report on "The Data-Driven Design Revolution," the digitization of customer experiences — both online and in physical environments — has greatly expanded the depth and breadth of customer data available. This abundance of data has profoundly changed how experience design teams use and manage customer data. […]
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You Assumed Wrong: Data Remakes Customer Experiences

Tony Costa June 2, 2014
As Marshall McLuhan once said, “Most of our assumptions have outlived their uselessness.” This has never been truer than now, and we have customer data to thank for it. While data has always played a role in experience design, the digitization of customer experiences — both online and in physical environments — has greatly expanded […]
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Location Technologies Show A Path To Improved Customer Experiences

Tony Costa September 5, 2013
Location technologies used to be thought of as the domain of maps and navigation, but no more. Today, location is a critical enabler embedded in a growing number of app categories ranging from social networking to shopping to app discovery. Further, companies in retail, hospitality, transportation, healthcare, and other industries that have a strong emphasis on physical infrastructure are increasingly turning to location technologies […]
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Experience Design Will Rule in the Post-PC Era

Tony Costa April 12, 2013
The last few days have been quite rough on PC-era titans Microsoft and HP. While my colleague Ted Schadler is correct in saying we're in a multi-device, "right tool for the job" era, the unfortunate truth for PC makers is that, for many consumers, the right tool for the job just so happens to be the mobile devices […]
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APPLE + WIFISLAM = GAME ON FOR INDOOR LOCATION

Tony Costa March 29, 2013
Apple’s acquisition of WiFiSLAM made a few headlines earlier this week, but it’s been largely been ignored by the popular press. Just a small start-up acquisition, right? Wrong. Apple’s acquisition of WiFiSLAM is a game changer in two ways. First, it fills a critical gap in Apple’s location and mapping offering, better positioning it to […]
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Indoor Venues Are The Next Frontier For Location-Based Services

Tony Costa January 23, 2013
GPS-enabled smartphones have made location the cornerstone of the mobile experience. Location powers popular smartphone apps such as Foursquare, shopkick, and Yelp; overall, navigation and mapping apps are the third-most-used category of smartphone apps, ranking higher than gaming, news, and shopping. Yet, as important as location is, its dependence on satellite-based positioning systems prevents it […]
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Apple Maps Exposes A Larger Strategic Battle Taking Place

Tony Costa October 1, 2012
Now that Apple has apologized and the uproar over Mapplegate is starting to subside, it's time to step back and focus on why Apple had to do what it did. The fact is, Apple had to replace Google Maps for three reasons: iPhone map users are too valuable to leave to Google. According to ComScore, the iPhone users […]
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To Survive In The Post-PC World, Device Manufacturers Need To Get Tough

Tony Costa September 20, 2012
While Google and Microsoft downplay the significance of their Nexus 7 and Surface tablets, the message to their device manufacturers is abundantly clear: If you’re not building devices that surpass what we can do ourselves, you’re not adding value. Their intent in sending this message is to push device manufacturers to abandon their race-to-the-bottom strategy […]
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Apple Maintains The Status Quo With The iPhone 5, But For How Long?

Tony Costa September 13, 2012
Apple's new iPhone 5 is a case study in incremental improvement. Nearly every aspect of the product — the CPU, display, cameras, radio modem, size, weight, etc. — are all improved over the iPhone 4S and at the same $199 price point. No doubt, the iPhone 5 and iOS 6 will sell millions of units, preserve Apple's momentum, and […]
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