MOHU MOL: Putting CRM at the Heart of the Circular Economy

Ushering in a New Era

Waste management today is no longer just a logistical task – it has become a national responsibility and a strategic opportunity, guided by the principles of the circular economy. As part of the MOL Group, MOHU MOL Waste Management Ltd. set out to transform Hungary’s waste management system and embed sustainability into everyday operations.

The Challenge: A Nation’s Worth of Partners and Data

The MOHU ecosystem is unique in both scale and complexity:

• 3.6 million households
• 1.2 million businesses
• Over 50,000 partners
• 15,000 return points
• Nearly 18 million invoices and millions of data connections annually

Serving this vast network required a unified CRM and partner platform capable of managing all clients, partners, and processes consistently, transparently, and in real time.

The Solution: Salesforce Driving Sustainability

In collaboration with Attention CRM Consulting, MOHU chose the Salesforce platform as the central system for partner management, customer communication, and data governance.

At the core of this digital ecosystem is the MOHU Partner Portal, which connects every player in Hungary’s waste management network through a single, transparent interface. Here, shipping orders are processed, invoices and statements are accessed, and every customer interaction begins – simply, quickly, and digitally.

Salesforce enabled MOHU to:

• Centralize customer data
• Automate customer service processes
• Elevate transparency and overall customer experience

Integration for Operational Excellence: Salesforce, SAP, and MuleSoft

The Salesforce implementation was complemented by a large-scale integration effort. SAP serves as MOHU’s backbone for financial and contractual processes, requiring real-time communication with Salesforce to ensure data consistency across customers, partners, and contracts.

MuleSoft Anypoint Platform played a key role, enabling secure, automated, and consistent data flow between systems.

The results:

• Faster processes
• More accurate data management
• Reduced manual work
• A fully unified customer experience, whether working in CRM or SAP

Sustainability Built on Data

This digital transformation was never an end in itself. Its goal was to make the circular economy measurable and optimizable. With Salesforce and integrated data flows, MOHU can:

• Track waste streams accurately
• Manage deposit-return (DRS) and extended producer responsibility (EPR) systems efficiently
• Use data-driven insights to increase recycling rates

Sustainability has thus become a measurable value embedded into daily operations.

A Partnership That Creates Value

The collaboration between MOHU and Attention went beyond technology. It addressed a national challenge with a digital, human-centered solution. Attention’s experts not only implemented Salesforce but also guided MOHU’s team in making the CRM a central tool for both customer relationships and sustainability goals.

A System Serving the Entire Nation

Today, MOHU’s digital ecosystem is one of Hungary’s largest CRM systems. It handles tens of thousands of daily interactions, manages millions of data points, and ensures that customers, partners, and service providers work together in a transparent, digital environment.

This project demonstrates that sustainability and digitalization are not opposing forces – when data, people, and processes intersect, the circular economy truly comes to life.