---
title: What is Next best offer?
url: https://markin.ai/glossary/next-best-offer
category: Decisioning and next best action
aliases: NBO
---

# Next best offer

> Next best offer selects the most valuable commercial proposition for a customer: which product, plan, bundle or price to present. It is a subset of next best action, which also considers non-commercial moves such as service recovery, education or deliberate silence.

## Why it matters for ARPU

Treating every moment as an offer moment is how contact fatigue starts. The offer decision is only correct once it has lost to silence often enough.

## Related terms

- [Next best action](https://markin.ai/glossary/next-best-action), 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.
- [Expansion revenue](https://markin.ai/glossary/expansion-revenue), Expansion revenue is additional revenue from customers a business already has: upgrades, add-ons, cross-sell, higher usage or a move to a richer plan.
- [Recommendation engine](https://markin.ai/glossary/recommendation-engine), A recommendation engine ranks items by predicted affinity for a user, usually inside one surface such as a catalogue, feed or storefront.
- [Contact policy](https://markin.ai/glossary/contact-policy), Contact policy governs how often, through which channels and with what spacing a customer may be contacted.

## Go deeper

- [Next best offer vs next best action](https://markin.ai/blog/next-best-offer-vs-next-best-action), Where the two differ.
- [Next best action marketing](https://markin.ai/blog/what-is-next-best-action), The pillar guide to per-customer, per-moment decisioning.

Source: https://markin.ai/glossary/next-best-offer