How can companies ensure that their efforts to delight and surprise customers with genuine appreciation are authentic and not just a superficial marketing tactic, and how can they communicate this authenticity to their customers effectively?

Companies can ensure their efforts to delight and surprise customers are authentic by aligning their actions with their core values and mission. They should focus on building genuine relationships with customers rather than just seeking to make a profit. To communicate this authenticity effectively, companies can be transparent about their intentions and show consistency in their actions over time. They can also solicit feedback from customers to ensure their efforts are resonating and making a real impact.