Candidate action
A 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. Candidates are scored against each other, and only the winner is released to the systems that execute.
Why it matters for ARPU
Personalisation fails when every team pushes its own action into the same inbox. Treating interventions as competing candidates is what makes restraint possible and prevents contact fatigue from eroding ARPU.
Related terms
ArbitrationArbitration 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.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.Contact policyContact policy governs how often, through which channels and with what spacing a customer may be contacted.