1. A fulfillment system for providing services to a customer in response to a customer request through one or more channels, the fulfillment system comprising: a request receiving engine, the request receiving engine connected to the one or more channels to receive the customer request; a request processing engine for processing customer requests including pre-fetching a first set of data for the customer requests; and an analytics engine for optimizing the performance of the fulfillment system, the analytics engine programmed to perform at least the following: tracking performance of the fulfillment system; retrieving data associated with processing the customer requests at the fulfillment system, including data associated with at least one customer request; processing the retrieved data; determining efficiency of at least one aspect of the fulfillment system, including determining how much of the first set of pre-fetched data is utilized in processing the customer requests; automatically changing the amount of data to pre-fetch to process the customer requests from the first set to a second set; and automatically optimizing at least one inefficient aspect of the fulfillment system by performing one or more optimization tasks.