Does this situation sound familiar: marketing has an urgent task or a promising hypothesis, and IT responds, "Good idea, we’ll add it to the backlog"?

When the retailer MBM HOME decided to set up regular customer feedback collection (NPS), the team found itself in exactly this situation. A dedicated web interface for surveys would have required time and budget they didn’t have.

In this article, we’ll cover how the agency Promodo set up the NPS assessment process for MBM HOME using Yespo. The solution is built on Google Forms and the capabilities of the Yespo CDP. How they managed to automate NPS collection, and why this experience is useful for ecommerce businesses — let’s break it down.

About the Project

MBM HOME is a chain of retail stores and an online store selling home goods.

The retailer's collaboration with the Promodo team began in December 2024 with email marketing.

The email channel was set up from scratch:

• added basic trigger workflows (subscription confirmation, welcome emails, a promo code for subscribing, abandoned cart, product views);
• prepared email templates;
• integrated the mailing service with MBM HOME's CRM database for daily contact updates;
• set up and gradually warmed up a new email account to build a positive domain reputation.

Domain warm-up is the gradual increase in sending volume from a new account. Without it, emails can end up in spam, while building a domain's reputation can take months.

Once the basic infrastructure was in place, the next task was to measure customer satisfaction. In the home goods niche, repeat purchases largely depend on customers' first experience interacting with the brand, so it was important for MBM HOME to understand how customers rate the service and what motivates them to come back.

Project Tasks and Challenges

MBM HOME wanted to set up a regular NPS process: systematically collect customer scores, automatically segment them, and motivate repeat purchases through bonus accrual.

During implementation, the Promodo team faced several challenges:

• Tight deadline: only 5 days were allocated for developing, testing, and launching the entire process.
• Need for full real-time automation: data had to be transferred to Yespo instantly so the system could automatically trigger thank-you and bonus-accrual workflows without manual database exports.
• Cost optimization: building a custom survey page with a unique design and layout would have taken several weeks and required significant financial investment. So the team looked for a more cost-effective solution.

Solution: Integration via App Script

To meet the deadline and save the client's budget, the Promodo team moved away from the standard approach of developing a separate web interface for the survey. Instead, they chose Google Forms — a simple tool familiar to most users.

Thanks to the familiar interface, it was easier for users to complete the survey — no need to register, learn a new service, or spend a lot of time. But the main question remained: how to pass the responses to the Yespo CDP and trigger automated workflows?

Project Implementation Steps

The team proposed a non-standard scheme — connecting Google Forms to Yespo via App Script. They then implemented the solution step by step:

1. Building the survey: together with MBM HOME, the team agreed on the optimal number of questions so as not to overload respondents.
2. Developing the script: set up a step-by-step data transfer process: the user fills out the form → responses are automatically recorded in Google Sheets → a custom-written App Script instantly transfers this data to the Yespo system via API.

[Google Form] → [Google Sheet] → [Google App Script] → [Yespo CDP]

Thanks to this integration, the Yespo platform received data on each completed survey in real time and triggered the corresponding automation workflow.

Communication Workflows After Form Submission

Depending on the user's answers and actions, the following workflows ran automatically in Yespo:

• Sending a thank-you email for the respondent's time.
• Launching the process of accruing bonus points and issuing gifts, which customers could pick up directly at the chain's physical stores. This further strengthened the omnichannel experience.
• Segmenting contacts: dividing customers into promoters, passives, and detractors for further personalized mailings.

Results

Thanks to the flexibility of the Yespo platform and the fast technical implementation, the Promodo project team achieved impressive results without involving costly web development:

• Entire workflow launched in 5 days: the survey started exactly on the agreed date.
• 5x budget savings: using the Google Forms + App Script combination cost MBM HOME five times less than building a custom web page with unique design and layout, with no loss in data collection quality.
• Full automation: the database updates in real time without manual routine work, allowing the team to respond instantly to negative or positive feedback.
• High engagement: 2.5% of users clicked the "fill out the form" button in the email.

For comparison, the brand's average click-through rate on promotional mailings at the time was around 1% (it's worth noting that the email channel for MBM HOME was still being rolled out and warmed up at that point). The engagement rate in the NPS mailings exceeded the standard CTR by 2.5 times.

Why This Experience Is Useful for Ecommerce Businesses

Most online stores either collect NPS manually or don't collect it at all — because "there's no resource for development." The MBM HOME case shows that it's possible to quickly launch an automated process with minimal resources.

This is especially relevant for ecommerce for several reasons. Unlike an offline store, it's harder in ecommerce to understand how satisfied a customer is with their purchase. If you don't ask, there simply won't be any feedback, and a dissatisfied customer will quickly move on to a competitor.

Automatic segmentation into promoters, passives, and detractors immediately after the survey is filled out allows the team to respond while the contact is still "warm." By accruing bonuses for reviews, a brand isn't spending money — it's investing in repeat purchases, giving the customer a reason to come back to the store.

And finally — the technical solution via Google Forms + App Script can be replicated for any ecommerce project. If you have a CDP and basic scripting skills, this scheme is accessible even to a small store.

Conclusions

The MBM HOME case confirms that automating the NPS process doesn't require a large budget or months of development. The combination of Google Forms + App Script + Yespo CDP made it possible to launch a full-fledged feedback collection workflow in 5 days.

For the home goods niche, where the decision to make a repeat purchase often depends on the first impression, this approach becomes a competitive advantage. Once the initial setup is done, the process is easy to scale without ongoing involvement from the development team.