Guadalupe Credit Union (GCU) is making waves in the financial sector, earning national acclaim as a 2024 “Best of the Best” credit union based on member-experience metrics. This recognition showcases GCU’s standout performance in customer service, especially reflected in its Net Promoter Score (NPS)® and Member Effort Score (MES). One measures a member’s likelihood to recommend the credit union, while the other assesses the ease of completing financial tasks.
GCU President and CEO Tanya Romero-Sturgeon expressed her joy at the acknowledgment: “We are overjoyed to see our members across Northern New Mexico actively participating by providing their invaluable insights on our services.” Her words highlight the significance of member engagement in this achievement.
The award stems from an extensive evaluation conducted by MemberXP, which surveyed over 300,000 members from various credit unions across the U.S. and Canada in 2023. These surveys dig deep into specific interactions that members have with their credit unions, like loan applications and account openings, giving a nuanced picture of satisfaction levels. It’s rigorous work that demands both attention and responsiveness from participating institutions.
David Dean, Chief Operating Officer of CU Solutions Group, underscored the importance of actively listening to member feedback. “The recipients of this award attentively listened to the needs and desires of their members and took decisive actions based on that feedback, leading to remarkable results,” he noted. This commitment to understanding member needs plays a fundamental role in achieving high marks in member experience.
The recognition is not merely a badge of honor. It relies on hard data rather than popularity. NPS scores range from -100 to +100, with scores above +50 viewed as excellent. Credit unions must excel in prompt service delivery while fostering personalized interactions that leave a positive impact.
For GCU, this accolade signifies the fruits of dedicated investment in both infrastructure and personnel. With branches sprawled across seven counties in Northern New Mexico, serving diverse populations from rural areas to urban communities, consistency in service quality is paramount. The achievement comes at a crucial time, as trust in financial institutions is under scrutiny, particularly with increasing competition from fintech firms and digital-only banks.
While these digital alternatives may offer speedy transactions, they often fall short on personal support—a gap that community credit unions like GCU are well-positioned to fill. The data from MemberXP reinforces this ongoing relevancy, asserting that a blend of technology and human touch is vital in today’s financial landscape.
Operational efficiency, reflected in the MES, highlights how seamlessly members can complete financial tasks. A focus on simplifying processes—such as better-designed online forms or having accessible staff—can significantly enhance member experience. This focus holds especially true for those in rural areas, where limited internet access and transportation options can hinder financial engagements.
Analysts believe that the combination of NPS and MES provides a comprehensive look at an institution’s health. While NPS gauges loyalty, MES hones in on specific challenges members face, offering insights that can shape improvements. Institutions that align successfully along both metrics tend to cultivate a strong internal culture that values service, supported by training and technology integration.
A comment from a team member shared on social media encapsulates the collective effort behind GCU’s success: “Please edit this Collin and give the right people credit. We put everything we have into this.” This straightforward statement reveals the collaborative work of all employees—from IT teams enhancing online access to community relations staff fostering connections.
Beyond measuring success, this recognition also carries strategic weight. High-performance credit unions can use their reputation to gain regulatory flexibility, secure funding, or forge regional partnerships. Demonstrating the effectiveness of serving underserved markets can be a compelling argument in state and federal policy discussions.
The recognition awarded to GCU underscores its role in the local economy, particularly in areas where larger banks have either withdrawn or never set roots. Their presence fosters financial stability and resilience during challenging economic times, further illustrating the credit union’s importance beyond mere business transactions.
As GCU looks to the future, the challenge will be sustaining and improving levels of satisfaction achieved in 2023. MemberXP’s continuous feedback mechanism means that the institution cannot afford to rest on its laurels. Ongoing development is essential for maintaining its “Best of the Best” status.
Romero-Sturgeon remains focused on these goals, stating, “We take great pride in creating financial opportunities for the working families we serve. This recognition is the result of tireless work by our employees and the honest feedback of our members.”
The voices of over 300,000 credit union members participating in MemberXP surveys convey a clear message: when trust and service are paramount, institutions like GCU set the standard for excellence in the financial sector.
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