I would recommend 'that.'
The company that pleases its customers will succeed. (restrictive clause, cannot be omitted)
The company, which had never had very high sales, finally declared bankruptcy last week. (nonrestrictive clause, can be omitted)
The company which pleases its customers will succeed. (primarily British)
*The company who (incorrect, as 'who' is for persons)
Here's the thread Bob mentioned. (Bob, in future could you please just go ahead and give the link? Standard practice here as a time-saving courtesy.)
related discussion:person, which?Though Martin is right that the rule isn't a hard-and-fast one and historically has often been ignored, I still agree with Bob that in AE, particularly among people who care about good style, 'which' should normally be reserved for nonrestrictive relative clauses, that is, clauses that can be omitted and therefore must be set off by commas.