Situation
Broad network of independent dealers had to be assessed across performance, acquisition, customer quality, product mix, historical behaviour and local market conditions.
Four anonymised customer use cases
Contextual Pricing
Decision Support
From collecting and interpreting context to preparing recommendations—while commercial judgement remains with the responsible person.
01Telecommunications
Dealer Pricing & Commercial Guidance
What was done
Dealer and transactional data was connected. Models compared relevant peer groups, identified unusual developments and prepared differentiated actions for individual dealers.
Level of automation · Contextual decision logic
↑Supports stronger pricing↓Creates price pressure⚠Requires protection↔Limited influence
1Relevant factors → 2Context assessment → 3Pricing impact
Dealer potentialHigh potential↑Supports differentiated investment / conditions
Performance qualitySustainable performance↑Supports stronger commercial conditions
Customer qualityHigh churn / low-quality acquisition↓Limits additional incentives
Product mixStrategically attractive mix↑Supports differentiated conditions
Competitive intensityHigh local competition↓Increases commercial pressure
Growth sustainabilityGrowth driven by low-quality acquisition⚠Requires review
4Combined decision logic
Factors were assessed together rather than applying a single rule such as “higher sales = higher incentive”.
Strong growth + high dealer potential + attractive product mix↑ Stronger commercial conditions
Strong growth + weak customer quality + high churn⚠ Maintain conditions or link incentives to customer quality
5Recommended action
Dealer-specific action
ConditionsIncentiveInterventionReview
1Assess dealer situationEvaluate differentiation factors
2Interpret contextPositive, negative + risk signals
3Apply commercial logicInteraction between factors
4Prepare actionConditions / incentive / review
Human decisionReview + execute
What was achieved
- Relevant cases surfaced automatically
- Teams focused on exceptions and higher-value decisions
- Multiple aspects considered simultaneously
02Industrial equipment
Service Pricing & Commercial Decision Support
Situation
The right service offer depended on installed equipment, age, utilisation, maintenance, parts consumption, operations and required service levels—held across separate systems and teams.
What was done
Equipment, service and customer information was consolidated. Technical signals were interpreted systematically to differentiate service situations and prepare suitable commercial options.
Level of automation · Contextual decision logic
↑Supports stronger pricing↓Creates price pressure⚠Requires protection↔Limited influence
1Relevant factors → 2Context assessment → 3Pricing impact
Equipment condition / ageHigher expected service need↑Supports higher service pricing
Utilisation intensityHigh utilisation⚠Increases service exposure
Asset criticalityBusiness-critical equipment↑Increases customer value of service
Downtime impactHigh operational impact↑Supports premium value positioning
Service-level requirementFaster response / higher availability↑Supports differentiated pricing
Service complexityHigh technical complexity⚠Increases required service resources
Competitive alternativesStrong alternatives↓Creates price pressure
Customer self-serviceStrong internal capability↓May reduce required service scope
4Combined decision logic
The service decision was differentiated according to both cost/risk and customer value—and could change which service model is offered, not only the price.
Older equipment + intensive utilisation + demanding service level⚠ Higher service exposure → pricing protection
High criticality + high downtime impact + limited alternatives↑ Higher-value service proposition, not a cost markup
5Recommended action
Prepared options
Service modelScopePricing direction
1Assess service situationEvaluate differentiation factors
2Separate risk + valueEconomics + customer value
3Apply pricing logicCommercial treatment
4Prepare optionsModel + scope + direction
Human decisionReview + execute
What was achieved
- Manual case preparation reduced
- Technical knowledge became commercially usable
- Pricing stayed consistent and customer-specific
03Engineering & professional services
Complex Project Pricing
Situation
Pricing highly individual projects required more than effort and rates. Critical context lived in project documents, discussions, previous cases and individual expertise.
What was done
AI extracted relevant information, structured project-specific factors, highlighted gaps and applied organisational pricing logic and experience to prepare the decision.
Level of automation · Contextual decision logic
↑Supports stronger pricing↓Creates price pressure⚠Requires protection↔Limited influence
1Relevant factors → 2Context assessment → 3Pricing impact
Project complexityHigh complexity↑Stronger pricing
Customer value potentialHigh value created↑Stronger pricing / value-linked model
DifferentiationUnique expertise↑Premium potential
Resource scarcityScarce specialist resources↑Pricing protection
Delivery riskElevated execution risk⚠Requires risk protection
Scope certaintyUncertain scope⚠Changes commercial structure
Competitive intensityMedium competitive pressure↓Moderates premium
Strategic relevanceStrategically important customer↔May influence commercial treatment
4Combined decision logic
Instead of pricing primarily as Effort × Day Rate, the factors created a contextual assessment of the opportunity.
Complexity + value + differentiation + scarcity↑ Push towards premium position
Medium competition↓ Moderates the premium
Uncertain scope + delivery risk⚠ Protect through the commercial model
5Recommended action
Pricing position
StandardAbove StandardPremium
Commercial model
Time & MaterialsFixed FeeFixed + PerformanceValue-linked
1Identify factorsProject type + pricing logic
2Assess contextPosition per factor
3Combine factorsPosition + commercial model
4Prepare recommendationTransparent rationale
Human decisionReview + adjust + execute
What was achieved
- Less searching and reconstruction
- Expert judgement became reusable
- Commercial context went beyond effort-based calculation
04B2B manufacturing
Customer Price Review & Renewal
Situation
Customer-specific prices had evolved over years. Every review required Sales or Pricing to reconcile many sources, benchmarks and negotiation history.
What was done
Customer and product situations were continuously reviewed. Material deviations were prioritised and enriched with contract, service, negotiation and competitive context.
Level of automation · Contextual decision logic
↑Supports stronger pricing↓Creates price pressure⚠Requires protection↔Limited influence
1Relevant factors → 2Context assessment → 3Pricing impact
Current price positionBelow comparable situations↑Supports corrective action
Margin positionBelow target / deteriorating↑Supports stronger action
Cost developmentRelevant cost increase↑Supports adjustment
Volume developmentStrong growth↔May moderate or differentiate action
Product differentiationHigh differentiation↑Supports stronger pricing
Cost-to-serveHigh customisation requirement↑Supports adjustment
Competitive intensityStrong alternatives↓Creates price pressure
Switching barriersHigh switching barriers↑Strengthens pricing position
Negotiation historyRepeated resistance / concessions⚠Shapes opening position + strategy
4Combined decision logic
Factors differentiated between customers and products rather than applying one general percentage increase—even across products within one relationship.
Below-market price + weak margin + high differentiation↑ Strong case for corrective pricing
Healthy margin + strong growth + high competitive pressure↓ More moderate action
High cost-to-serve + customised product + switching barriers↑ Stronger customer-specific adjustment
5Recommended action
Renewal strategy
Pricing directionPrioritiesNegotiation guardrails
1Assess customer situationEvaluate differentiation factors
2Identify pressure / opportunityWhich factors require action
3Apply pricing logicDifferentiate by situation
4Prepare renewal strategyDirection + guardrails
Human decisionReview + negotiate + execute
What was achieved
- Opportunities identified systematically
- Less time gathering and reconciling information
- Effort shifted to evaluation and negotiation
Final overview
Different pricing decisions.
The same automation principle.
Dealer pricing
DataPatternsDealer assessmentCommercial recommendationHuman decision
Service pricing
Installed baseService contextSituation assessmentCommercial guidanceHuman decision
Project pricing
Documents & knowledgeContextPricing logicGuidanceHuman decision
Customer renewal
Continuous monitoringOpportunity detectionDecision preparationPricing actionHuman decision
Not every customer, project or commercial situation should be treated the same.
The technology handles the repeated work of finding, combining and interpreting information—then places a prepared decision in human hands.
Contextual Pricing Decision Support
01Capture
02Understand
03Analyse
04Prepare
05Decide
06Learn
Automate the work around
the pricing decision.
Keep commercial judgement where it matters.