I use a particular “official” English transliteration for my name, which has a ches, because when anyone who reads Russian and English reads it that way, they know exactly how to transliterate it into the Cyrillic alphabet. They also know how to pronounce it because Russian has a ches sound. However, I use a very “haimish” transliteration when I sign off on emails to friends.
A travel agent in Moscow before the days of computer-printed tickets wrote me a ticket for El Al and mangled my surname in the official reservation records (which were computerized) by back-transliterating it from Cyrillic. That meant my surname on the ticket did not match the correct one on my passport. Fortunately I had a connection at the airport who vouched for me with El Al security.