Northstar’s SVP – Research, Layton Dorey, spent the afternoon of Nov. 6th guest lecturing to Professor Polina Buchan’s second-year Marketing classes at St. Lawrence College in Kingston, Ontario on Customer Journey Mapping. This a field in which Layton is a recognized expert, having invented TD Bank’s approach to customer journey mapping while at The Bank.
The lecture comprised of an adapted commercial presentation. This gave students a view both into customer journey mapping and how to sell consulting services and intellectual property.
After outlining the purpose of customer journeys – to identify the customer’s path to purchase in a sequenced and ordered manner – the lecture taught students how to:
Finally student’s were shown static illustrations of an online digital Customer Journey Dashboard tool and its value to marketers in an environment where marketing strategies are shifting from mass-marketing – a single message sent to many – to more targeted marketing, where messages are tailored more to specific niche audiences.
St. Lawrence College was formally established in 1967 by an act of the Government of Ontario. The institution maintains three campuses in Eastern Ontario, at Brockville, Cornwall, and its main campus at Kingston. Today the college has approximately 6,700 full-time students and 20,000 part-time registrants spanning 89 academic programs. The school employs approximately 830 full- and part-time staff. Faculty number approximately 415 and often come to St. Lawrence after practical careers in the field’s they now teach. You can learn more about St. Lawrence College here