What does the "investigate" stage in XM Maturity focus on?

The "investigate" stage in XM Maturity emphasizes understanding the needs of stakeholders, customers, and employees. This stage is crucial as it involves delving into the motivations, challenges, and desires of the target audience. By concentrating on understanding these needs, organizations can uncover insights that inform later stages of experience management. This comprehension forms the foundation for making informed decisions and developing strategies that truly resonate with the audience being served.

In contrast, launching initiatives, defining metrics, and gathering feedback are actions that might occur in subsequent stages of the XM process. While each of these elements is important for achieving effective experience management, they are built upon the insights gained during the investigation phase. Hence, the core focus of the investigation stage is squarely on understanding needs, making it a critical initial step in any successful experience management strategy.