In our last issue of Mailchimp for Agencies, Fixtail co-founder Paul Jarvis emphasized the importance of empathy. When you can truly identify with a customer’s pain points, Jarvis suggested, you’ll be better able to suggest a solution that actually meets their needs.
Heral Patel, founder of digital agency AnnexCore, achieved that empathy the hard way.
“One of the reasons we started AnnexCore was because we got burned pretty badly on our last venture,” Patel says. “Before this, we were working on our own e-commerce site. It was the kind of project that comes with a big learning curve, and trying to find the right developers to work with was tough. The person we eventually hired overpromised and underdelivered, so we ended up spending a lot of money with little to show for it.”
Unfortunately, Patel’s story isn’t unique. For many businesses venturing into e-commerce, it can be hard to know whether the tools or vendors you’re spending money on will be a sound investment. AnnexCore began as a way to help mitigate some of that confusion.