How can companies balance the use of customer data to personalize non-monetary incentives for rewarding positive CX behavior while also respecting customer privacy and building trust?

Companies can balance the use of customer data by ensuring they have clear consent from customers before collecting and using their data for personalization. They should also be transparent about how they use customer data and provide options for customers to control and manage their data. Building trust by being transparent, secure, and ethical in their data practices is crucial in maintaining a positive relationship with customers. Companies can also consider using anonymized or aggregated data to personalize incentives, rather than using individual customer data, to protect privacy while still providing a personalized experience.