I write user manuals for software development tools in Microsoft.
Software craftsmanship … well, maybe it's a way of saying "we try to think about how to do the job properly, or at least better than we have done". Maybe there's also something in there about "and we try to pass on those skills" plus a smidgeon of "and make sure some sort of standard is maintained". With the objective of "we'd like our customers to trust us" despite everything.
Or maybe it means "we like to use the latest buzzwords."