Contemporary personalization of services cannot be provided by the conventional business-processes that are well known and supported in IT sphere, and it becomes a problem for business. Traditionally personalized fields, such as medicine or law, use Case Management for the business organization, but the approach makes high demands to the staff. My report considers the original conjunction of Process Management and Case Management approaches which makes possible solving of this problem. We consider the basic principles, examples and ways of their implementation at scale of IT to turn IT systems into a tool, not only covering current problems, but providing support for business development. The report develops the theme of presentation at IT Global Meetup (http://mtsepkov.org/Process_and_Case-ITGM8).