This article examines the evolution of the concept of "customer orientation" and its tools, as well as reveals its significance for enterprises in the context of competitiveness, particularly in the field of passenger transportation. An analysis of theoretical approaches to defining customer-oriented service is carried out. Special attention is paid to the classification and comparative characteristics of tools for improving service quality: traditional ones (standardization, personnel training, loyalty programs, feedback collection systems) and digital ones (CRM systems, NPS and CSI survey metrics, behavioral metrics, Big Data, speech analytics, AI communications). Based on the analysis of scientific literature, the necessity of integrating quantitative and qualitative assessment methods to form sustainable competitive advantages is substantiated. It is concluded that the combination of the human factor and digital technologies is the foundation of the modern concept of customer-oriented service
customer orientation, customer-oriented service, customer, tool, service quality, services, staff, customer needs, customer loyalty, CRM system, NPS (Net Promoter Score), CSI (Customer Satisfaction Index), Big Data
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