As a result of digitization, consumers are spending ever-increasing amounts of time online, and customer processes are also increasingly incorporating digital interactions. Due to these developments, Customer Experience Management (CXM) is developing into one of the most important drivers of innovation and customer loyalty.

CXM has the objectives of positively influencing the consumer behavior of a company's customers and of providing all customers with the information they need at any time using the right channel.

ARIS enables the implementation of CXM projects using two different approaches. Firstly, a CXM project can be implemented using the top-down approach, whereby the CXM project starts with the definition of the customer journey landscape and the subsequent creation of the customer journey maps. Secondly, internal processes can be enhanced with customer touchpoints and these can then be specified in more detail in customer touchpoint allocation diagrams in an alternative, bottom-up approach to CXM project implementation.