The document discusses optimizing operational performance at a company through empowering the workforce, improving operations with cloud computing, and supplementing CRM systems with business intelligence and predictive analytics. The goals are to close performance gaps, increase revenues, and improve customer service while avoiding risks and making efficient use of resources. The cloud computing approach aims to automate processes and give enterprise-wide ownership over operations. Business intelligence is intended to help employees identify customer behavioral patterns and make informed decisions to profit from customer retention.