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Avrogan Service Excellence™

Gain control and insight on complex B2B service contracts

Your service business is a major driver of growth and profitability.
Avrogan Service Excellence™ gives you the structure, governance, and visibility needed to configure, price, sell, and manage service contracts profitably at scale.
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Find out how we helped other OEMs achieve service excellence

When your service contracts outgrow your spreadsheets

At certain point, spreadsheets struggle to keep up, thus become your commercial risk. Contracts are configured inconsistently, pricing becomes difficult to standardise, approvals become harder to govern, and visibility across contracts and their profitability is limited. ASE™ solves this at the root.
  • Inconsistent pricing leads to margin leakage across regions
  • Manual quoting slows down your sales cycle
  • Loss-making contracts are often discovered too late to take corrective action
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Avrogan Service Excellence™ Modules

ASE™ modular capabilities for service contract excellence

ASE™ is built on modular capabilities that can be implemented independently or combined into a unified platform. Visit our pricing page for more information.

ASE Configure&Price™

Define your service packages, apply pricing logic, and configure complex contract structures without custom development. Flat fees, pay-by-use and performance-based models. ASE handles them all.
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ASE Quote™

Generate accurate, professional service contract proposals at speed. Approval workflows, discount governance, and audit trails built in from the start.
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ASE Monitor™

Real-time dashboards for contract performance, margin tracking, renewal alerts, and installed-base insights. Know what is happening across your portfolio before problems arise.
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ASE Pricehub™

Manage product and spare parts pricing through a centralised pricing repository. Define price books, pricing logic, customer agreements, and regional pricing structures with consistency and control.
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ASE Assist™

An AI-powered assistant for service contracts and pricing. Get instant guidance, validate configurations, identify risks, and apply best practices tailored to your organisation.
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ASE Connect™

Securely connect ASE with your ERP, CRM, service, and quoting systems. Enable seamless data exchange and ensure consistent processes across your technology landscape.
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Hear from our community

"We’ve worked with Avrogan on a spare parts pricing optimization project. Thanks to their strong project management and execution skills, all milestones were achieved in time. This attitude, together with the team’s in-depth knowledge about pricing, has brought a lot of value from day one. The improved pricing enabled us to better explain and defend our prices to our customers, while at the same time capturing more value. Highly recommend this team of consultants."
Manager Pricing and Positioning
DAF Trucks
"We have worked with Avrogan to review opportunities for value-based pricing and developing our offering to ensure it matches the customer expectations. Avrogan expertise has helped us to clarify focus areas for our commercial development and build a roadmap for the next steps. The Avrogan team has been very professional to work with throughout the project.”
Senior Vice President and Head of Services Business Line
Normet
“Our customers demand better access and visibility to their assets in order to optimize their operations. We chose Avrogan to support us, modeling our pricing strategy to commercialize new data services through a modern platform. Avrogan’s hands-on approach was key to successfully develop a framework that will be possible to scale and refine in the future by our team”
Chief Product Officer
AutoStore

Life With and Without Avrogan Service Excellence™

Without ASE™

  • Service contracts configured through spreadsheets and disconnected tools
  • Inconsistent pricing and commercial decisions across regions
  • Approval processes managed through emails and manual workflows
  • Renewals identified too late or managed reactively
  • Limited visibility into contract performance and profitability

With ASE™

  • Standardised service offerings ready to configure
  • Consistent pricing logic with built-in governance
  • Digital approval workflows with full audit trail
  • Renewal dashboards and proactive alerts
  • Real-time visibility into performance and profitability
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Created by service pricing experts

Avrogan was built by people who spent years inside industrial service organizations. We know what it takes to manage complex contracts at scale because we have done it ourselves.

Taghi Akbari

Co-Founder

Hamed Hakiman

Co-Founder

Arsham Mazaheri

Co-Founder

Filip Schager

Partner & Board Member

Johan Olsson

IT Partner

Perry Leijten

Partner

Ron Giuntini

Subject Matter Expert & Advisor

Marc Salvany

Partner

Avrogan has extensive aftermarket experience across industrial OEM sectors

Industrial OEMs face many of the same challenges regardless of sector: growing aftermarket revenue, inconsistent pricing, managing complex service offerings, and limited visibility after the sale. Having worked across multiple industries, Avrogan brings practical expertise and proven methodologies that accelerate results from day one.
Mining
Automotive
Robotics
Packaging
Energy & HVAC
Aerospace
Industrial
Equipment
Medical
Equipment
+ Many More

Ready to start with service excellence?

Every OEM has unique aftermarket processes, commercial models, and digital maturity. Contact our team to discuss your requirements and receive a customised proposal.
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Connect ASE to your existing business systems

ASE Connect™ enables seamless integration via API between ASE and your existing enterprise applications. Connect service contract data, pricing information, installed-base records, ERP transactions, customer systems, CRM platforms, and service management solutions through a secure and flexible integration framework.

Whether you deploy a single ASE module or the complete platform, ASE Connect™ ensures information flows consistently across your technology landscape.

With ASE Connect™, ASE becomes part of your ecosystem; not another isolated application.
Whether you use a single ASE module or the complete platform, ASE Connect™ ensures ASE integrates seamlessly into your existing business processes and technology landscapes.

Integrate ASE without disrupting your existing landscape.

Connect ASE to ERP, CRM, quoting, field service, customer portals, data warehouses, and other enterprise platforms through standard APIs and integration services. Maintain a connected architecture while avoiding custom point-to-point solutions.

Connect processes across the service lifecycle.

Ensure pricing, quotations, service delivery, monitoring, renewals, and reporting use consistent data across systems. ASE Connect™ eliminates information silos and creates a unified service contract management process.

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Turn contract data into actionable insights

ASE Monitor™ gives your organization complete visibility into the performance of your service contract portfolio. Monitor profitability, margin trends, renewal opportunities, SLA performance, and installed-base insights through real-time dashboards and alerts.

While most organisations focus on selling contracts, the real work begins after the agreement is live. ASE Monitor™ connects to your ERP, service management, and maintenance systems to provide a consolidated view of contract health across your entire portfolio. Identify underperforming contracts, spot renewal opportunities early, and detect margin risks before they become financial problems.

Transform complex service contract data into actionable insights for both operational teams and leadership.
ASE Monitor™ closes the loop by tracking how contracts perform after they are sold, providing the visibility and insights you need to continuously improve profitability and customer outcomes.

Stay ahead of contract performance issues

Monitor SLA performance, contract utilisation, renewal dates, service activity, and installed-base insights in one place. Identify emerging issues early, take corrective action before customers are affected, and ensure contracts are delivered as intended.

Manage contracts proactively rather than reactively.

Track performance, profitability, renewals, and exceptions across every active agreement. Receive alerts when contracts drift from expected performance and act before issues escalate.

Turn your installed base into a pipeline of opportunities.

Identify upcoming renewals, track contract performance, and uncover opportunities for upselling, extensions, and service portfolio expansion. ASE Monitor™ helps sales teams engage customers proactively rather than waiting for contracts to expire.

Gain visibility across your entire service portfolio.

Understand which service agreements drive profitable growth, where performance risks are emerging, and where renewal opportunities exist. ASE Monitor™ provides the insights needed to manage service contracts as a strategic business rather than a collection of individual agreements.

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Centralise and govern product and spare parts pricing

ASE PriceHub™ helps industrial OEMs manage product and spare parts pricing through a centralised pricing repository. Define pricing rules, price lists, markup logics, regional adjustments, and customer-specific agreements while maintaining consistency across your organisation.

For organisations managing service contracts, PriceHub™ can also act as a trusted pricing foundation for cost estimation, profitability simulations, quotations, and service offering design. By connecting pricing data to other ASE modules, OEMs gain better visibility into the impact of material and spare part costs on contract profitability.
While PriceHub™ can operate as a standalone pricing solution for your product and aftermarket businesses, many clients use it as the pricing foundation for service costing and profitability simulations within ASE. By creating and maintaining centralised price books for products and spare parts, you can ensure consistent costing and pricing across your service portfolio.

Maintain pricing consistency across your portfolio.

Manage pricing logic, customer agreements, regional variations, and price lists from a single source of truth. Reduce pricing inconsistencies while maintaining flexibility for different markets and customer segments.

Understand the impact of spare parts pricing on service profitability.

Connect product and spare parts pricing directly to service contracts, quotations, and profitability simulations. Gain visibility into cost drivers early and avoid unexpected margin erosion after contracts go live.

Improve pricing governance across the aftermarket business.

Gain visibility into pricing structures, pricing exceptions, and profitability drivers across products, spare parts, and service offerings. Ensure pricing supports both growth and profitability objectives.

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Turn approved service offerings into professional, governed quotations

ASE Quote™ transforms approved contract structures and pricing logic from ASE Configure & Price™ into customer-ready proposals in minutes. Generate accurate quotations, apply discount and approval rules automatically, and ensure every proposal follows approved commercial principles.
Instead of relying on spreadsheets, email approvals, and manual validation, ASE Quote™ brings governance, consistency, and speed into the quotation process. Sales teams can focus on customers while the platform ensures pricing accuracy, compliance, and full auditability.
ASE Quote™ extends the commercial logic defined in ASE Configure & Price™, ensuring every proposal is accurate, compliant, and aligned with your approved pricing principles.

Ensure sold contracts can be delivered profitably.

Every quote is generated from approved service offerings, pricing models, and contract structures. What is sold to customers reflects what your organisation is prepared to deliver, reducing operational risk and last-minute surprises.

Accelerate sales without losing commercial control.

Enable sales teams to create accurate, professional quote in minutes rather than hours or days. Built-in approval workflows, discount governance, and validated pricing help reduce delays while maintaining commercial discipline.

Maintain pricing consistency at scale.

Ensure every quote is generated using approved pricing logic, discount rules, and commercial policies. Eliminate pricing deviations across regions, business units, and sales teams while retaining full visibility into exceptions and approvals.

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Your AI-powered pricing and service contract advisor

ASE Assist™ combines industry best practices, your company's commercial rules, and your own service contract data to provide intelligent guidance throughout the contract lifecycle.

Ask questions about pricing, profitability, service contracts, commercial models, or aftermarket strategy and receive answers tailored to your organisation's specific context. Beyond conversation, ASE Assist™ helps users configure contracts in ASE Configure & Price™, recommends appropriate contract structures, validates configurations, identifies inconsistencies, and highlights commercial risks before contracts are released.

Complex service contracts do not become simpler, but they become significantly easier to design, analyse, and manage with an AI assistant that understands both your business and the realities of industrial service contracts.
ASE Assist™ combines industry knowledge with your organisation's own service contract data, pricing models, and commercial rules to provide recommendations tailored to your business.

Design complex service contracts with greater confidence.

Whether creating a new service offering or updating an existing contract, ASE Assist™ guides you through the process step by step. It helps you to identify missing elements, validate assumptions, and recommend contract structures based on organisational standards and industry best practices.

Apply pricing expertise consistently across the organisation.

ASE Assist™ helps you discussiing and validating pricing logics, explain commercial implications, and guide you through complex pricing decisions. It acts as a digital extension of your pricing and commercial expertise.

Reduce dependency on individual expertise.

Help sales teams navigate complex service offerings without relying on a handful of internal experts. ASE Assist™ recommends contract structures, explains pricing implications, and supports faster, more accurate commercial discussions.

Scale expertise across the organisation.

ASE Assist™ helps to ensure that best practices, commercial guidelines, and service contract expertise are applied consistently across business units, regions, and teams. It captures institutional knowledge and make it available to every user.

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The commercial engine behind your service business

ASE Configure & Price™ helps industrial OEMs design service offerings, define pricing and costing logics, and build complex contract structures without custom development. Fixed-fee, pay-per-use, subscription, performance-based, and hybrid service models; ASE™ handles them all.

While service contracts are often too complex for spreadsheets, many traditional CPQ solutions were designed for products rather than services. ASE Configure & Price™ was built specifically for industrial service businesses. Using a flexible parametric framework, you can define pricing logic once, establish cost structures by asset type, region, and customer segment, simulate contract profitability, and compare commercial scenarios before going to market.

Once approved, pricing and commercial logic can be reused consistently across regions, channels, and business units, or exposed through APIs to existing CRM, CPQ, quoting, and sales platforms.
You can use ASE Configure & Price™ as a standalone pricing and configuration engine for your service contracts or as the foundation of the complete ASE platform.

Build scalable and profitable service offerings.

Design and standardise service packages, pricing models, and contract structures that can be deployed consistently across regions and business units. Ensure new service offerings are commercially viable before they reach the market.

Centralise pricing governance and commercial logic.

Define pricing rules, costing models, mark-ups, margin thresholds, and approval logic in one place. Maintain pricing consistency across the organisation while allowing controlled local flexibility where required.

Develop service offerings with confidence.

Configure and compare different service levels, pricing mechanisms, performance commitments, and commercial structures before launch. Validate profitability using simulations and what-if analyses before committing to the market.

Enable faster quoting without sacrificing control.

Provide sales teams with approved service offerings and pricing frameworks that can be reused across opportunities. Whether sales teams work in ASE or an integrated quoting solution, every contract follows approved commercial and pricing logic.

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