It can sometimes be easy to overlook how all those statistics (impressions, clicks, conversions, orders, etc.) all represent real people and real situations.
Hopefully everything goes smoothly with all of your transactions. With that said, anyone who has been in business for more than a day knows that situations come up that do not go as plan.
How you manage them will define you and your business. It is critical to have a plan and a system in place to make your life easier when situations come up.
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