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Head to head competition with a giant competitor is a waste of time, money and effort
To win at customer experience you need to do something different than the competitor is doing or to satisfy the customer more than the competitor is doing.
Doing something different can take the form of "niche marketing" where you put all your focus in a strong area of your product offering (or service) that can excel above your competitor.
One more thing that can be done is proper segmentation and targeting a segment that is under served by your competitor.
One more thing is the above average satisfaction of each customer interaction at points of contact and this requires highly professional training as high impact customer service (HICS).
You remember Porter's generic strategies? Differentiation and cost leadership!
Differentiation is applicable here but pay attention that quality costs a lot so be prepared to invest.
All the best
