Contact centers have a position of great strategic importance in many organizations. They are a critical contact channel with the customer, and have their finger on the pulse of the customer in ways no other part of the enterprise does. Call centers play a critical role in controlling costs, developing relationships with customers, growing customer value, and driving revenue. This paper describes the new practice of Performance Optimization (PO), its potential to transform the contact center, and the technology to enable it. The paper provides insights into how PO works, and how to succeed in its implementation and use.