The Human Side of CRM & Business Applications with Thomas Sandsør [MVP]

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 failthe importance of change managementhow leadership impacts adoptionwhy company culture mattersthe psychology behind user behaviorthe challenge of getting teams invested in transformationAs 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 workflowsCRM agents and automationthe future of user interfacesprompt-driven business applicationsAI-generated customer journeysdata quality challengesgovernance and security concernsthe changing role of CRM consultantsThomas 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 FAILOne 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-inlack of leadership engagementweak change managementunclear business goalsinsufficient user adoptiondisconnected company cultureHe also explains how sales teams, customer service departments, and marketers all require completely different adoption strategies because they interact with CRM systems in fundamentally different ways.KEY INSIGHTS FROM THE EPISODE “CRM IS NOT A TECHNOLOGY PROJECT. IT’S A BUSINESS TRANSFORMATION PROJECT.” One of the strongest takeaways from the conversation is that successful CRM adoption depends on people understanding the value behind the system — not simply being forced to use another tool. “THE BEST CRM IS THE ONE PEOPLE ACTUALLY USE.” Thomas explains that adoption matters more than features. Even the most advanced CRM system becomes useless if employees refuse to engage with it consistently.“AI WON’T REPLACE CONSULTANTS. CONSULTANTS USING AI WILL REPLACE THOSE WHO WON’T.” The conversation explores how AI is already changing the consulting industry by dramatically increasing productivity, automation, and solution delivery speed. TOPICS COVEREDDynamics 365 & CRM strategyThe human side of technologyAI agents & CopilotSales psychology & CRM adoptionCustomer service workflowsMarketing automationData quality & governanceChange managementLeadership in technology projectsThe future of business applicationsCRM implementation failuresPower Platform evolutionUser adoption challengesRemote work vs onsite collaborationAI productivity & automationWHY YOU SHOULD LISTEN This episode is ideal for:Dynamics 365 consultantsCRM architectsPower Platform professionalsMicrosoft Business Applications specialistsIT leaders & digital transformation teamsSales & customer service managersAnyone working with AI-driven business systemsIf you have ever struggled with user adoption, CRM resistance, failed implementations, or balancing technology with real human behavior — this episode delivers practical insights and honest perspectives from nearly two decades in the Microsoft ecosystem.MEMORABLE TAKEAWAYSTechnology alone does not create successful CRM projectsHuman behavior drives adoptionAI is reshaping CRM faster than many organizations expectData quality becomes even more important in the AI eraChange management is often underestimatedLeadership engagement is critical for successCRM should support people — not frustrate themTrust and relationships still matter in salesBecome a supporter of this podcast: https://www.spreaker.com/podcast/m365-fm-modern-work-security-and-productivity-with-microsoft-365--6704921/support.