5th place of Craftware among the largest providers of IT solutions and services for the industrial sector, that is, one notch higher in the ranking than in 2020.

11th place in the group of companies with the highest revenues from the sales of custom-made software in Poland in 2021.

This confirms the stable position of Craftware on the Polish IT market and validates our business approach, that is, supporting customers in the design, implementation, and operation of cloud solutions.

TOP200 – Craftware at 6th place among the largest IT solutions and services providers for the industrial,  construction, and manufacturing sectors. 8th place as one of the largest providers of RPA systems and business process automation.

Craftware among the 2022 Forbes Diamonds winners!

IT migration projects promise significant transformation, but many falter due to preventable issues. Without a clear roadmap, projects often succumb to “strategy drift,” with ballooning costs and vague outcomes. Poor data quality further undermines migration efforts, turning valuable systems into cluttered repositories. Human factors, such as skills gaps and resistance to change, can derail adoption and productivity. Integration silos, where systems fail to communicate, and hidden costs also pose serious threats to success. To navigate these challenges, organizations must prioritize strategic planning, clean data, effective change management, robust integration, and disciplined budgeting to harness the true potential of migration.

Change management in CRM implementation is critical for IT projects. Without a clear plan, teams resist new systems, and projects fail. CRM software changes workflows, data handling, and customer interactions. If people don’t adapt, the system won’t deliver results. Managing change means addressing concerns, providing training, and ensuring support.

Proper change management is the solution to such problems and their consequences. Change management helps the organization through modifications and increases the chances of project success; it also allows for increased involvement of project and business teams.

First, leadership must explain why the CRM is needed. People must see the benefits, like reduced manual work and better customer insights. But resistance is natural. Some fear losing control, while others worry about learning new tools. Clear communication helps. Leaders should answer questions and listen to feedback.

Training is key. Teams must know how to use the CRM effectively. They’ll stick to old methods without proper guidance, making the new system useless. Hands-on sessions, guides, and support channels help users adapt. Training should be ongoing, not just a one-time event.

Integration with existing systems is another challenge. Data from old platforms must transfer smoothly. Employees will get frustrated if key information is lost or hard to find. IT teams should test everything before launch to avoid disruptions.

Monitoring is essential after rollout. Leaders should track usage, check for issues, and make improvements. If adoption is low, find out why. Maybe the system is too complex, or users need more training. Adjustments keep the project on track.

Change management doesn’t end after implementation. Companies must support users long-term. Regular updates, feedback sessions, and quick issue resolution keep the CRM functional. Without this, teams may abandon it over time.

A CRM is only as good as the people using it. Managing change well ensures the system delivers value. Without it, even the best technology won’t help.

What is digital transformation, and how can Craftware help your business thrive?
Is digital transformation worth the investment? If you are asking yourself this question, perhaps you should reformulate it. Today, we shouldn’t consider whether digital transformation is worth adopting. However, it is necessary for companies that want to maintain their market position. Customer expectations are changing rapidly, so we must change how we do business.

Digital transformation is most often equated with a revolution in the area of ​​storing customer data – by tearing down silos and gathering information in one system. However,  this is only the tip of the iceberg because transformation requires changing the existing processes in the organisation or even building them from scratch. It is also, or perhaps above all, transforming the organisational culture, creating a new management style, and working with data. Therefore, it requires investments not only in technology and modern IT solutions but also in people – to convince them that this change is not a threat but a chance for more comfortable work.

Finally, digital transformation is not a one-off, time-bound project that ends with integrating already functioning systems and implementing a new tool. It also includes maintenance and continuous development.

Retail media refers to a digital advertising strategy where brands and advertisers target consumers directly within retail environments, typically through online platforms or physical retail stores. This approach leverages data retailers collect to deliver highly targeted ads to shoppers as they browse, search, or purchase products.

Retail media represents a powerful convergence of e-commerce, advertising, and data-driven marketing, creating opportunities for retailers and brands to connect with consumers in highly targeted ways. How can businesses increase revenue in retail media? The companies have new possibilities with Media CRM.

Key characteristics of Retail Media are:

• Retailer-Owned Platforms: Retail media often involves advertising on platforms owned by retailers. These platforms allow brands to place ads directly within the shopping experience, such as on product pages, search results, or the retailer’s home page.
• Targeted Advertising: Retailers can access valuable first-party data, including purchase history, browsing behaviour, and demographic information. This data enables highly targeted advertising campaigns to reach shoppers at various stages of the buying journey.
• Sponsored products and display Ads: Common ad formats in retail media include sponsored products, where brands pay to have their products prominently featured in search results, and display ads, which appear on different parts of the retailer’s website.
• In-Store Media: digital screens, shelf displays, or interactive kiosks within physical stores, where shoppers can see ads as they are in person in the shop.
• Measurement and analytics: Retail media networks typically provide detailed analytics on ad performance, including metrics like impressions, clicks, and sales attribution, which allows brands to measure the effectiveness of their campaigns and optimize them over time.

Thanks to direct access to shoppers, brands can reach consumers directly at the point of purchase, significantly influencing buying decisions. Retailers possess detailed consumer data to create personalized and highly relevant ad experiences, offering advertising opportunities to brands as a lucrative additional revenue stream.
Retail media has become essential to the digital marketing mix, especially for consumer goods companies.

We are pleased to announce that Craftware has become a Gold Sponsor of the Salesforce World Tour Essentials event in Warsaw, Poland, on June 19. Join us for an unforgettable journey through the world of innovation with AI that will open up new opportunities for rapid growth and success.

This long-awaited event promises a day full of business meetings, valuable presentations, and speeches centred around Salesforce. Join us and see how AI is revolutionizing various industries. Learn about practical solutions, the latest innovations and effective strategies to turn your challenges into success. Meet us on June 19 at World Tour Essentials and learn why data, AI and CRM are vital to strengthening customer relationships.

Craftware is a silver partner of Polish Dreamin’ 2024, the premier conference for Salesforce Architects, Developers, and Business Analysts.