How can companies strike a balance between offering personalized rewards to customers who exceed expectations through technology, while also ensuring the rewards are cost-effective and beneficial for the company in the long term?

Companies can strike a balance by leveraging data analytics to understand customer preferences and behaviors, allowing them to tailor rewards effectively. They can also set clear criteria for earning rewards to ensure they are only given to customers who truly exceed expectations. Additionally, companies can periodically review the cost-effectiveness of their rewards program and make adjustments as needed to ensure long-term benefits for both customers and the company.