Customer experience (CX) programs must adopt advanced analytics, including AI-powered techniques, to shift from a reactive to a proactive practice. Many CX programs struggle to drive action and prove the value of CX. Advanced analytics generates actionable insights, enables proactive service recovery, prioritizes CX improvements based on financial impact, and links CX improvements to financial value. Foundational data and analytics capabilities also support advanced strategies like experience orchestration. This report highlights the importance of advanced analytics for modernizing and maturing the CX practice.