Episode Details

In this episode of the m365.fm podcast, Mirko Peters sits down with Microsoft MVP Thomas Sandsør for a refreshingly honest and deeply human conversation about CRM, business applications, AI, customer relationships, and the future of Microsoft Dynamics 365. But this is not another highly technical “which button should you click” discussion. Instead, Thomas shares nearly 20 years of real-world experience working with CRM systems and explains why successful CRM projects have far more to do with people, culture, leadership, and trust than with technology itself. From failed implementations and change management struggles to AI agents, sales psychology, customer service workflows, and the future of human interaction in business software — this episode dives into the realities behind modern CRM projects.

FROM SOCCER GOALKEEPER TO “THE CRM KEEPER”

Thomas shares the story behind his well-known nickname “The CRM Keeper,” combining his background as a soccer goalkeeper with his long-standing passion for Dynamics CRM. What began as a dream of becoming a professional football player eventually transformed into a career helping organizations build stronger customer relationships through technology. Throughout the episode, Thomas reflects on how lessons from sports — teamwork, leadership, collaboration, discipline, and understanding personalities — still influence the way he leads teams and approaches CRM projects today. 

WHY CRM IS REALLY ABOUT PEOPLE — NOT SOFTWARE

One of the strongest themes throughout the episode is the idea that CRM implementations are fundamentally human projects. Thomas explains how, early in his career, he believed technology alone could solve business problems. Over time, however, he realized that even the best CRM platform fails if people do not trust, understand, or embrace the change behind it. The conversation explores:

• why many CRM projects fail
• the importance of change management
• how leadership impacts adoption
• why company culture matters
• the psychology behind user behavior
• the challenge of getting teams invested in transformation

As Thomas puts it, CRM is not simply about deploying software — it is about changing how people work together.

AI, COPILOT & THE FUTURE OF CRM

The discussion also dives deep into AI and the future of Dynamics 365. Thomas shares both excitement and skepticism around the rapid rise of AI agents, Copilot experiences, automation, and prompt-based workflows. While AI is clearly improving productivity and reducing repetitive work, he also raises important questions around trust, governance, data quality, and whether businesses are truly ready for fully autonomous systems. The episode explores:

• AI-assisted sales workflows
• CRM agents and automation
• the future of user interfaces
• prompt-driven business applications
• AI-generated customer journeys
• data quality challenges
• governance and security concerns
• the changing role of CRM consultants

Thomas predicts that future CRM experiences may become far less interface-driven and much more conversational, voice-based, and AI-assisted — while still requiring strong human relationships and trust to close deals and build customer loyalty.

WHY MANY CRM IMPLEMENTATIONS FAIL

One of the most valuable sections of the conversation focuses on why so many CRM projects still struggle — despite modern platforms being more powerful than ever. Thomas explains that failure rarely comes from missing technology features. Instead, the real challenges are:

• poor organizational buy-in
• lack of leadership engagement
• weak change management
• unclear business goals
• insufficient user adoption
• disconnected company culture

He also explains how sales teams, customer s