Customer reviews offer scope for better understanding the customer experience (CX), which may be leveraged to improve firms' CX performance. We extend the Touchpoints, Context, Qualities (TCQ) nomenclature by integrating it with the ARC value-creation elements and the multiple dimensions of CX. Our extended TCQ framework comprises nine building blocks to delineate dynamic what we term CX performance trajectories. We test our framework by collecting verbatim text-based reviews, and transforming them into two robust data sets (weekly, and monthly), which we examine using a dynamic Hidden Markov Model. We identify three levels of CX performance states and the migrations paths between them. We find that the building blocks coherently express mechanisms that are effective at the weekly and monthly levels for helping firms improve, and prevent deterioration of, CX performance. This research enriches the CX and TCQ literature. In particular, we derive actionable guidance for managers to facilitate the dynamic management of their firm’s CX performance.
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