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Brink’s pulls off service excellence with Salesforce

Continent-wide consistency for leading logistics firm



  • Experience Elevation


  • Salesforce

Get to know Brink's


Brink’s is a provider of secure logistics, cash management and payment solutions offering unparalleled service with Salesforce. With their newly implemented solutions, all types of businesses can now accept various kinds of payment, while making use of professional security transport and other cash-related services.

Increased service levels and anticipating emerging markets


Brink’s supplies transportation services of cash and other valuables to large retailers, supermarkets and chain stores. With the market contracting, the growth potential with existing customers was insufficient. They wanted to make paying with cash as easy, safe and affordable as when using other payment methods. Not only for large retailers, but also for small businesses. Pascal de Jong, project owner at Brink’s, oversees the projects.

“As soon as businesses register with us, we need to deliver the necessary equipment and information, in the right place and at the right time. That way they can get started without delay. We opted for Valtech because we had ambitious plans. And we are so pleased that we did!”

With a designated team, Valtech developed a solution that was specifically geared towards increasing service levels throughout the entire organization. The first step was to set up a workflow automation package in Sales Cloud for the Dutch branch of the enterprise.

Next steps: taking on Europe


After implementing Sales Cloud for the Brink’s branch in the Netherlands, the next move was bold, yet unequivocal: A continental rollout. With new products, services, releases and an entirely new business unit, this need became increasingly urgent. The company had grown after welcoming G4S into the corporation in 2020. They didn’t have access to their original systems and their customer relationship management data was scattered.

Not ideal, very hard to use and act upon, and obviously more or less incapacitating if your ambition is to unify on a European scale.”  Pascal de Jong, project owner, Brink’s Solutions

To generate uniformity across all CRM systems in the European offices, Brink’s opted once again for Sales Cloud, allowing them to use up-to-date leads, customer data, opportunities, contracts, forecasts, and pipelines. It also meant they could put their clients first by delivering a consistent customer experience and service.

Woman in red top accepts card payment in front of digital screen

Streamlined approach and teamwork


By quickly completing the first phase of the implementation and clearing initial user hurdles Brink’s was able to define, create, test, and deploy new functionalities faster. This velocity laid the groundwork for the company’s European ambitions.

The project team embarked on the continent-wide project with a series of assessments and set up a project infrastructure that allowed for a single point of contact per country. We trained local superusers allowing Brink’s to delegate effectively and localize learning processes. Within the Salesforce toolbox, we created a template for implementation - the same for every country.

A European rollout is a major endeavor; Nation-specific regulations, language barriers, and currency standardizations were just some of the challenges the project team faced in earlier stages. With the tight collaboration of the Brink’s and Valtech teams, we’ve been able to make use of each other’s strengths to streamline the process and increase efficiency.

“One of Valtech’s biggest strengths was their ability to translate our complicated processes and questions into Salesforce applications.”  Pascal de Jong, project owner, Brink’s Solutions

Someone making a digital payment with a phone against a reader

Ready for the future of cash


Sales Cloud implementations are scheduled in more countries with plans to start implementing more functionalities, including registering contracts and online registration tools. We are also looking at improving and unifying customer satisfaction surveys. 

With Salesforce, Brink’s is future-ready; they are now developing new solutions for other forms of payment with new systems to support their changing clients’ needs. The European infrastructure has acted as the perfect setup for future developments.

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