Improving operational efficiency is a good thing unless it forgets to include in the calculation the reason the operations exist. We talk about reducing costs, speeding up delivery times, and often a reduction of staff, admin, etc. When the quality of the product or service is not included in these discussions and calculations, the customer will suffer and leave.
Unfortunately we often reduce our frontline staff or customer support staff as the result of operational efficiencies (self-checkout anyone?). While sometimes this is appropriate, it can harm your product or service when the frontline staff member is critical to the impact of your service or product.
Operational efficiency is all well and good, just be clear on the problem you are trying to solve and the organisational impact you are trying to have.