Salesforce’s big Dreamforce conference is this week, and the company’s announcements are all about personalization and customization.

Salesforce is trying to capitalize on the role it plays at the center of corporate processes and make its tools more useful so that businesses can tailor software to their needs. It’s an important move for Salesforce as the company continues to face competition from the likes of Microsoft and Oracle.

Trailhead, Salesforce’s e-learning platform, now lets companies insert their own instructional content alongside existing lessons. In addition, customers can set up learning journeys for their employees to guide them through a key series of lessons.

That way, it can be used for everything from employee onboarding to education about new Salesforce features that a business plans to adopt.

Customers of Salesforce software will soon be able to further personalize their environments, like providing custom color schemes and logos for their corporate users, so the software hews closer to a company’s corporate identity. In addition, businesses will be able to provision and deploy their own white-labeled version of Salesforce applications built using Lightning components into the iOS App Store and Google Play Store.

That means businesses will be able to more easily create task-specific apps that integrate with their Salesforce data, while still being able to brand them and launch them independently.

Speaking of Lightning, Salesforce’s drag-and-drop interface builder, it’s getting an upgrade with the ability to support dynamic pages so that administrators can set up custom logic that shows or hides elements when conditions are met.

For example, a call center application could be set up to prominently show customer support representatives special offers based on who they’re on the phone with. Setting up that logic is supposed to be something that administrators can do without necessarily involving a software engineer.

Admins will also be able to set up a new workflow tool called Lightning Flow that’s designed to guide people through business processes and can pass off information to different internal systems as it goes along.

On the machine learning side, the company announced a pair of new Einstein capabilities — a customizable business bot platform and a feature that helps customers generate predictions based on any data they have stored in Salesforce.

Finally, Salesforce also announced new features that will let third parties build integrations with its Quip productivity software. That’s designed to make it even more useful as a hub for business users to work together.