MKB Werkplaats lacked clear insight into which customers were leaving and which were returning. By testing different predictive models, it became possible to assess the current retention status and identify target customers for outreach.

Through AI-driven sales optimisation, the students attained cleaner, more accurate contact data for outreach, which reduced manual work and human errors. They identified key success factors like partnering with "Top-Tier" institutions (ROC, Hotelschool, SRH and UvA), longer logistics projects (minimize short-duration projects), and slightly larger SMEs. Missing data patterns also held signals. Based on the findings, the students built a simple predictor tool to estimate match success. Lastly, they also created a GenAI tool to automatically draft personalised marketing emails.