Growing With Heart: How Nortex Is Redefining Rural Broadband

At Nortex, we pride ourselves on being a small-town company with a big heart. Located just an hour north of the Dallas-Fort Worth metro area, we have been dedicated to serving our rural communities for 114 years.
 

Our commitment to improving the everyday lives of our neighbors drives us forward. When the pandemic hit, we saw that the larger providers were leaving nearby communities behind. We knew we had to step up. We went all in on fiber, investing more and building more aggressively. We grew 74 percent in four years and now serve over 11,300 residential and business subscribers on the Calix Broadband Platform. And we’re not slowing down—our goal is to add another 5,000 subscribers in the next two years.

Listening To Build Loyalty

How do we maintain the quality and care defining the “Nortex difference” while expanding quickly? The answer is simple: We listen to our customers. In 2021, we conducted our second Net Promoter Score℠ (NPS®) survey, achieving a score of 67. While this is a good score, we strive for better. We read every comment and categorized them by department to take actionable steps. Supervisors personally reached out to every “detractor” to convert them into “promoters.” We addressed concerns directly, ensuring our subscribers felt heard and valued. Our NPS provided us with a benchmark, and we are committed to continuously improving it.

Simplifying the Subscriber Experience

Our subscribers don’t need to understand what 1 Gbps means—they want reliable internet. When we redesigned our packages, our goal was to make things simple. Subscribers can identify with one of our four personas—the Multitasker, Gamer, Work-From-Homer, and Have-It-Aller—and receive the experience that fits their lifestyle. We continue to collaborate with the Calix Success team to evolve our offerings, adding even more value with services like ProtectIQ® for home network security and ExperienceIQ® for advanced parental controls.

Living Our Culture Every Day

At Nortex, culture is key. Every Nortex employee is an owner, ambassador, and marketer. Authenticity is our brand and voice. We genuinely engage with our subscribers, building trust through fun and meaningful connections. This commitment is evident in our marketing—whether on our website, social media, at events, or even on our T-shirts.
 

We bring the same dedication to our communities. We don’t just sponsor events; we help organize, fundraise, staff, and even clean up. We could put our logo on a billboard like any other company, but we’re not just any company—we want to make a real difference.
 

Our commitment goes deeper. We provide free services and discounts to local non-profits, libraries, fire departments, and more. We’ve also established a foundation with an initial $2 million to support organizations within our service area, reinforcing our promise to make a meaningful impact.

Pushing Our NPS Even Higher

We truly appreciate our subscribers, and they’ve shown their appreciation in return. In just two years, our NPS jumped from 67 to 82—higher than some of the best-known brands in the country. Our Google rating also climbed from 3.7 to 4.9. But we’re not stopping there. We are committed to continuous improvement, pushing ourselves to do better every day. That’s the Nortex difference—striving higher every day with a heart for service and a passion for people.
 

Learn how Nortex is differentiating itself from the competition—watch the webinar replay, "Like a Diamond: Outshine the Competition With a Value-Based Approach That Delivers."

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.