Many firms aspire to move beyond just repairing broken experiences to a phase we call "elevate," in which they work to prevent bad experiences from happening in the first place. AT&T's Mobility division started this transition in 2012 and has seen near-immediate benefits in the form of better customer perceptions and lower costs. This report tells the story of how this division's customer experience leaders approached the shift from reactive to proactive and offers best practices that others can use to inform their own transformation efforts.