Arbitration
Arbitration is the step that resolves competing candidate actions for the same customer into one decision, ranking them by expected value under constraints such as contact limits, budget, fairness and business priority. Doing nothing always competes as a valid option.
Why it matters for ARPU
Without arbitration, every team's best action reaches the customer at once and the aggregate effect on ARPU is negative even when each action is individually sensible.
Related terms
Candidate actionA candidate action is one specific intervention eligible for one specific customer at one moment: an offer, a message, a price, a plan change, a support intervention or deliberately doing nothing.Contact policyContact policy governs how often, through which channels and with what spacing a customer may be contacted.Next best actionNext best action is the single intervention that maximises expected value for a specific customer at a specific moment, chosen across every available option including doing nothing.Eligibility rulesEligibility rules define which actions a customer may legally, commercially and contractually receive: consent status, market availability, existing plan, discount history, regulatory constraints.