As marketers, we rely on metrics as basic tools for assessing success and failure. But marketers are also website visitors who instantly recognize poor customer experiences when they occur. Perhaps you tried to purchase a sweater online, book an urgent flight or send a bouquet of flowers, but the website was not up to par. You might have experienced technical difficulties with order processing or could not find what you were looking for easily. You struggled and struggled and finally completed the purchase. But you swore never to use that website again!
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