Next best action
Also called: NBA
Next 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. It spans channels and teams, and it is decided per customer rather than per campaign.
Why it matters for ARPU
It is the mechanism through which a decision layer raises ARPU: the same base, the same channels, but a better choice made for each person each time.
Related terms
Next best offerNext best offer selects the most valuable commercial proposition for a customer: which product, plan, bundle or price to present.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.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.Real-time decisioningReal-time decisioning evaluates a customer's current context and returns an action within the latency budget of the moment, typically tens of milliseconds inside an app or call.