The document discusses how moving from a reactive to a proactive help desk can revolutionize customer service. A proactive help desk focuses on preventing issues, finding root causes of problems, and providing self-service options. This reduces costs and improves customer satisfaction compared to a reactive help desk that just responds to issues. The document recommends organizations start by measuring their current state and making incremental improvements, such as automating fixes for common issues and adding remote monitoring tools, to transition toward a more proactive model over time.