How Zola Uses NPS Detractors to Drive Product Strategy and Growth

Zola CEO Shan-Lyn Ma explains how the company prioritizes feedback from Net Promoter Score detractors over promoters, finding them to be clearer guides for product improvements. By systematically surveying customers monthly and at key lifecycle milestones, Zola has improved its NPS scores by over 50% and now surpasses Amazon's score. The company demonstrates that acting on detractor feedback—such as adding 500+ brands to its registry—directly drives business growth and customer satisfaction.