Customer Relationship Management (CRM) systems have fundamentally altered how organizations engage with their clients. Yet, research examining its impact on customer advisor roles remains fragmented. Through a systematic review of 26 peer-reviewed articles published between 2005 and 2024, this study investigates how CRM implementation transforms customer advisor responsibilities and capabilities. This literature review highlights the significant impact of CRM systems on redefining the missions of customer advisors. It identifies six core themes: employee engagement, attitude development, organizational structure, quality of customer interactions, skill growth, and operational efficiency. It appears that CRM tools do enhance advisors’ abilities, particularly through automated data handling and predictive analytics. However, the success of these systems hinges on three key elements: thorough employee training, a shift in organizational culture, and well-managed strategic change.