As consumers gain more power and competition increases, companies need to be in the people and customer service business, rather than in the business of the products and services they sell. As a result, if you don’t build a relationship with customers and offer a personalized interactive experience, you will become commoditized. The keys to wowing your customers include having happy employees and a customer-first culture. Also use big data, social media, and corporate social responsibility programs to improve the customer experience.