Riccardo Pasto

Senior Analyst
Forrester Research
Riccardo Pasto is a Senior Analyst of Forrester, based in Beijing and serving customer experience leaders in the Greater China market. His research focuses on customer experience management, customer service and support, service design thinking and localisation strategies. Riccardo has over eight years of experience in Italy and China, working as an analyst and strategist in local SMBs, boutique advisory firms and multinationals. Prior to joining Forrester, he worked for more than two years at Lenovo as a customer service strategist, where he led strategic planning and market intelligence with a long-term focus on customer experience improvements. At Lenovo, Riccardo also drove global post-merger communications between the Lenovo and Motorola service teams. Before Lenovo, he worked for more than three years at GCS Business Capital, where he led research activities for Chaotics, a strategic business framework for dealing with economic turbulence. Riccardo studied Economics and Business Administration at Ca’ Foscari University of Venice. In addition, he holds a dual MBA degree from Peking University and the University of Washington. Riccardo has lived in the UK, China, and the US and is fluent in English, Mandarin and Italian.