From Fragmentation to Focus: How Edenred Streamlined Sales, Marketing and IT internally with Salesforce

The Client

Edenred is the leading digital platform for corporate services in the areas of benefits, professional mobility, and B2B payments. Operating in 44 countries, it connects more than 60 million users to over 2 million partner merchants through more than 1 million client companies.

The Challenge - Fragmented Systems and Disconnected CRMs Slowed Growth

Edenred’s Belgium business units relied on two separate CRMs — Salesforce ERBE and BeCare — each managing different aspects of lead, and client data while the contracts were managed through another in-house application called NEMO. The tight coupling of these systems was orchestrated largely through manual intervention. The system had multiple bottlenecks, with SME leads flowing through varied environments before reaching final approval. Contract creation required manual coordination between systems, and new client data was often delayed or inconsistently synchronized.

As data fragmentation increased, visibility across sales, marketing, and IT operations declined. Maintenance costs grew, automation was limited, and teams lacked a single source of truth to guide decisions. Edenred needed to consolidate the existing CRMs into a unified CRM that simplified lead and contract management, supported marketing automation, and delivered a 360° view of customer engagement — all while maintaining strong governance and scalability for future growth.

The Solution — A Unified, Future-Ready CRM Ecosystem Powered by Salesforce

Xebia approached the transformation through a phased Salesforce implementation designed to simplify complexity and accelerate adoption. The team rebuilt Edenred’s CRM on Salesforce’s standard architecture — incorporating core objects like Account, Contact, Lead, Opportunity, and Contract — and extended them with custom configurations to match specific business processes.

Automation was embedded using Salesforce Lightning Flows, reducing manual tasks and enabling dynamic, scalable processes. Integrations with key systems such as DocuSign, Selligent, NEMO, Belfirst, and internal data services were achieved through Salesforce REST APIs, ensuring real-time data flow and consistency across touchpoints.

The new CRM introduced responsive UI customizations, improved collaboration tools, and security reinforcements through role-based access controls and multi-factor authentication. By following an agile methodology, Xebia delivered the project 1.5 months ahead of schedule — while also providing critical QA and data migration support beyond the original scope. The result: a single, unified ecosystem that drives collaboration, reduces costs, and supports Edenred’s customer-centric vision.

The Result — Faster Processes, Smarter Collaboration, Stronger Growth

Edenred’s new Salesforce platform has transformed how its Belgium units operate — bringing Sales, Marketing, and IT together on one scalable foundation.
Sales teams now work with a unified system that centralizes account and opportunity management, while Marketing benefits from seamless campaign automation and improved lead-to-contract visibility. IT operations are simpler, more secure, and future-proof, with reduced maintenance complexity and stronger governance.

The unified CRM delivers consistent, data-driven insights, enabling smarter cross-selling and upselling opportunities and fostering collaboration across departments. With faster time-to-market and an infrastructure ready for growth, Edenred has set the stage for a more agile, connected, and revenue-focused future.

Looking Ahead

With its new Salesforce ecosystem in place, Edenred is positioned to continue expanding its digital capabilities, enhance analytics-driven decision-making, and explore advanced integrations across its global operations.

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