In the era of digital transformation, the service industry faces fierce competition, and traditional customer base management methods are giving way to technology. Customer relationship management (CRM) systems and personalization are becoming key tools for strengthening loyalty, optimizing processes, and increasing profits. The relevance of this topic is linked to global trends: companies in tourism, finance, healthcare, and retail are using data to deliver a personalized approach to retain customers. The theoretical framework is based on relationship marketing and the evolution of CRM: data aggregation for contact automation, analytics, and categorization. Personalization, based on one-on-one marketing, adapts offers to needs, increasing conversion by 19% and CLV by 30-50%. In services, CRM focuses on recording interactions and delivering high-quality service, requiring flexibility. Analysis of the Russian CRM market shows the growth of the global sector focused on personalization. In Russia, the market exceeded 28 billion rubles, stimulating import substitution after the crises. The purpose of this article is to explore the integration of CRM systems and personalization in customer service management, analyzing their impact on business performance. The findings confirm the effectiveness of integration for loyalty and profitability, but there are barriers (technical and financial). Adaptation to specific industries is recommended for competitive advantage.