Abstract
The proposed article describes how effectively the real time enterprise can address the customer queries in the minimum time without incurring heavy cost to the customers in all the three related areas of sales, marketing and after-sales service. The real time solution basically decreases process cycle time to the minimum after an inquiry is generated from the customer and to the point when his problem is fully resolved to his expectations. To the customer, it results in the satisfaction and long-term brand loyalty. However, it requires heavy investment to create a real time infrastructure for an enterprise. Need less to say, it could not be done overnight but Indian companies should be getting ready to provide real time solutions to the customers to create competitive advantage initially and survive in the long run.
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