How can a firm that don't differentiate much from other products survive?

How can a firm that don't differentiate much from other products survive?
If your product/service is one offered by other companies, the way to differentiate yourself is to offer unparalleled customer service. Go above and beyond for your customers, offer services that might not technically be the norm. Also offer ways for your customers to communicate with you that other companies may not. In this age, convenience is key. Our company gives our customers the opportunity to contact us by email, phone, text, facebook, etc. Basically, whatever way is easiest for them to communicate, we will offer.