The document proposes investing $5M to improve customer retention and acquire new customers. It recommends focusing 40% of investment on improving the experience of top-tier "Platinum" customers, 20% on converting mid-tier "Gold" customers to Platinum through loyalty programs and surveys. The remaining 40% would go towards acquiring new customers through marketing automation, search engine optimization, and video ads. Key tactics include training sales reps, surveying customers, improving e-commerce, running loyalty programs, and obtaining new software. The proposal aims to maximize return on investment.