How can companies strike a balance between utilizing customer data to personalize non-monetary incentives for positive CX behavior, while also respecting customer privacy and data security?

Companies can strike a balance by being transparent with customers about how their data is being used and obtaining consent before utilizing it for personalization. They should also prioritize data security measures to protect customer information from breaches and misuse. Additionally, companies can anonymize data to ensure customer privacy while still being able to personalize incentives based on customer behavior. By implementing strict data governance policies and regularly auditing their data practices, companies can maintain trust with customers while leveraging data for improved CX.