Dunapack Packaging, part of the Austrian Prinzhorn Group, is a leading manufacturer of corrugated cardboard packaging, delivering high-quality, sustainable solutions produced primarily from recycled materials. With operations spanning Central and Eastern Europe, the company serves a wide range of industries with a strong focus on customer-centricity, innovation, and operational excellence.
Customer focus sits at the core of Dunapack Packaging’s strategy, reinforced by a strong NPS score of 64%. However, as the organization continued to grow across regions, it faced complexity in managing customer relationships and sales processes.
To address this, Dunapack Packaging set out to establish a standardized, division-wide approach to lead and customer management, supported by a centralized agentic CRM platform.
Key Deliverables
Standardized Lead Management
Established a structured, end-to-end lead management process covering lead capture, qualification, prioritization, and handover to sales teams.
Centralized Customer Data
Created a single source of truth for customer information, enabling better visibility into customer behavior, sales performance, and pipeline health.
Unified Sales Framework
Introduced consistent processes for managing customer interactions, tracking touchpoints, and planning next actions across all sales organizations.
Integrated System Landscape
Delivered seamless integration with ERP systems, enabling bidirectional data exchange and supporting end-to-end sales operations.
Automated Data Migration
Executed fully automated migration of customer records, significantly reducing implementation time and eliminating manual effort.
Building a Harmonized CRM Across Borders
Rather than approaching CRM as a purely technical implementation, Dunapack Packaging focused on aligning its business processes with technology to create a scalable foundation for sales operations.
The project began with defining harmonized, division-wide processes that could be consistently applied across markets, ensuring that sales teams operated within the same framework regardless of location.
Within 17 months, Dunapack Packaging rolled out Creatio agentic platform across 15 sales organizations in 10 countries. For the first time, the company gained a consistent, cross-site view of customers and sales activities, allowing teams to work within a unified structure and shared logic across the entire organization.
Customer centricity is truly at the heart of how we operate. Even as part of a large international group, we work very locally through strong sales and R&D teams. We know that to keep up in a fast-moving market, we need a certain level of standardization—supported by clear processes, the right tools, and a system that helps our teams stay focused and effective in an increasingly data-heavy environment.
Driving Adoption Through Measurable Engagement
From the outset, Dunapack Packaging treated Creatio CRM implementation as a behavioral transformation, not just a system rollout.
To ensure adoption, the organization introduced clear usage expectations and implemented measurable engagement tracking.
Key adoption indicators include:
stable at over 70% across the
last four months
Intensity Index, measuring
both frequency and duration
of CRM usage
engagement among external
sales teams, with the index
rising from 35 to 69 within
three months
This approach provides continuous visibility into how teams use the system and helps identify where additional support is needed — ensuring adoption grows alongside the platform.
Improving Visibility and
Structuring the Sales Pipeline
Creatio Agentic CRM rollout has already delivered meaningful operational improvements right after go-live. Sales teams are now working within a unified process framework, improving collaboration and consistency across regions.
A key shift has been the introduction of structured opportunity management. With Creatio, Dunapack Packaging is not only organizing its pipeline but also measuring it.
Early improvements include:
These changes are enabling the organization to move toward a more data-driven sales model, where performance can be analyzed, optimized, and scaled.
Highly Integrated Architecture Supporting Growth
A critical success factor of the project was its strong integration layer and close collaboration with implementation partner Optingo.
Working in an expert-to-expert model, Creatio, Dunapack Packaging, Optingo, and system providers aligned technical and business requirements to deliver a highly integrated CRM–ERP environment with real-time, bidirectional data exchange, ensuring consistency across systems and supporting efficient execution.
A standout achievement of the project was the fully automated migration of customer records from legacy systems. With strong involvement from local sales teams, Dunapack eliminated the need for manual data transfer—traditionally one of the most time-consuming phases of CRM implementations.
This approach significantly reduced the overall project timeline and enabled faster rollout across markets, without compromising data quality or consistency.
Data migration is usually one of the most difficult and time-consuming parts of a project like this. Being able to automate it, made a huge difference. It allowed us to move faster and focus on adoption instead of manual work.
Data-Driven & AI-Supported Sales
While the current phase has been focused on standardizing processes and driving adoption across the organization, Dunapack Packaging is already looking ahead to the next stage of its transformation.
With a unified data foundation now in place, the company is well positioned to begin leveraging AI to enhance decision-making across sales operations. This includes advancing market and customer analysis, enabling the development of more tailored commercial offers, and optimizing how sales resources are allocated across regions and accounts.
As these capabilities evolve, Dunapack Packaging is laying the groundwork for a shift toward more intelligent, insight-driven sales—where decisions are increasingly supported by data, and teams are empowered to act with greater precision and speed.
Now that we finally have all our data in one place, we can start asking better questions. That’s where we see AI coming in—not as a buzzword, but as a way to better understand our customers and support smarter decisions across sales.
About Optingo
Optingo is a Poland-based CRM and process automation consultancy specializing in no-code and low-code implementations with Creatio. Founded in 2015, the company focuses on helping B2B organizations streamline sales, marketing, customer service, and operational workflows through fast, agile deployments.
