There are many different components that go into creating and running a successful business, and one of the most critical components is understanding your customers and their journey.Understanding what customers want and being empathetic toward their needs and grievances leads to increased loyalty and increased word-of-mouth advertising, helping businesses stay strong in uncertain economic times. American financial company Discover Financial Inc. knows this better than most, working hard to understand its customers’ journeys and aligning its products to fit these journeys