This case study is about a semiconductor giant Texas Instruments (TI) problem of losing touch with its customers because of too much focus on product and technology improvements. During the technology boom they went up like a rocket, and when the bottom fell out of technology, came down like a rock. Fitting in their shoes is renewing customer awareness, and walking in them is focusing on their happiness. BTS USA, a global supplier, trained the TI's executives in learning how to walk toward the customer-centric direction. Texas instruments needed to response to the increasing number of disappointed customers as a result of the organization's inability to adjust to changing market demands, which in turn resulted to an alarming drop off in sales. Texas Instruments was in danger of losing some, if not all of their valued customers. The vice president decided that they needed to make a change and fast to save the company, executives who are known for igniting transformations in various companies taking them from good to great did so by figuring out who the needed "on the bu......

Word Count: 872
Page Count: 3.4 (250 words a page / double spaced)

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