How can companies strike a balance between offering personalized rewards to individual customers while also maintaining a sense of fairness and equality across their customer base?

Companies can strike a balance by segmenting their customer base and tailoring rewards based on different customer profiles or behaviors. This allows for personalization without creating a perception of unfairness. Additionally, implementing a transparent and clear reward system that is based on objective criteria can help maintain equality among customers. Companies can also periodically review and adjust their reward strategies to ensure they are meeting the needs and expectations of all customers.