<![CDATA[Digital transformation in service management is becoming an important necessity in the Industry 4.0 era, which is characterized by technological advances such as the Internet of Things (IoT), artificial intelligence (AI), and big data. This research explores the challenges and opportunities facing the services sector in adopting digitalization. Digital transformation offers benefits such as improved operational efficiency, personalization of services, and better data-driven decision-making. However, challenges such as digital competency gaps, organizational culture resistance, cybersecurity, and technology infrastructure limitations are also identified. Through a qualitative approach, this research presents an in-depth analysis covering technology integration strategies, organizational culture change, and digital collaboration to improve customer experience. The results provide important insights for service companies in optimizing digitalization strategies to improve competitiveness and relevance in the market. Abstrak Transformasi digital dalam manajemen jasa menjadi kebutuhan penting di era Industri 4.0, yang ditandai oleh kemajuan teknologi seperti Internet of Things (IoT), kecerdasan buatan (AI), dan big data. Penelitian ini mengeksplorasi tantangan dan peluang yang dihadapi sektor jasa dalam mengadopsi digitalisasi. Transformasi digital menawarkan manfaat seperti peningkatan efisiensi operasional, personalisasi layanan, dan pengambilan keputusan berbasis data yang lebih baik. Namun, tantangan seperti kesenjangan kompetensi digital, resistensi budaya organisasi, keamanan siber, dan keterbatasan infrastruktur teknologi juga diidentifikasi. Melalui pendekatan kualitatif, penelitian ini menyajikan analisis mendalam yang mencakup strategi pengintegrasian teknologi, perubahan budaya organisasi, serta kolaborasi digital untuk meningkatkan pengalaman pelanggan. Hasil penelitian memberikan wawasan penting bagi perusahaan jasa dalam mengoptimalkan strategi digitalisasi untuk meningkatkan daya saing dan relevansi di pasar. Kata kunci: transformasi digital, manajemen jasa, Industri 4.0, tantangan, peluang. ]]>
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