Business View Magazine | November 2020

137 BUSINESS VIEW MAGAZINE NOVEMBER 2020 EL PASO AREA TEACHERS FEDERAL CREDI T UNION The Net Promoter Score, or NPS, is a proven customer service metric that predicts business growth, using a 0-10 scale (e.g. ‘How likely is it that you would recommend TFCU to a friend or colleague?’). On average, banks score around 34 on the NPS. By way of comparison, credit unions – which are usually regarded as having better customer service – had an average NPS score of 58 in 2019. As for TFCU, it scored a whopping 81 points on the NPS this year. “That’s better than the United Services Automobile Association; better than Apple; very, very strong scores.” And that’s not by accident, Villaronga insists. “We focus on hiring the right people, retaining the right people, training them to certain standards, and not accepting anything except that particular set of behaviors,” he says. “We feel that’s what our members deserve. That’s the differentiator for us.” Every company’s reputation exists on- and offline, in loyal customers and even in total strangers to the business. TFCU acknowledges its reputation as being primarily that of a real community partner. Staying connected to the outside world – particularly in these difficult times – is how it maintains leadership in its space. “We’ve stayed involved through ventures that support frontline medical staff in local hospitals, providing them with meals,” says Villaronga. “We’ve come up with several initiatives to promote healthy living and wellbeing through a variety of partnerships with local organizations.” One of those groups is Live Active El Paso, a city-wide platform that promotes better health and wellness through physical activity, improved nutrition, and strong mental health. TFCU has also partnered with the YWCA to become the title sponsor for its Race Against Racism – traditionally, a one-mile walk and 5k/10k race which takes place every year in August. “We took a very public stance on the social