• Silicon.com, Thursday, April 12, 2007 10:45 AM

Now that the likes of Adidas, Dell, Reuters and Toyota have begun operating in virtual world Second Life, the next step is figuring out a way to leverage their presence in the virtual world. You could argue that just being there serves marketing purposes, especially for those selling virtual incarnations of their goods, or that an online bureau could become an outlet for recruiting new talent.

However, Second Life could prove to be most beneficial in terms of customer service. CBS Corp. is a good example, having carved out an area specifically for "Star Trek Voyager" fans to meet and discuss the TV series, providing feedback and ideas for upcoming episodes. Today, many Second Life offices are "simple showcases" for brands, although the virtual world "could one day become a first point of contact for customers."

Or the second. Having a Web site with a FAQ page or responding to email questions just isn't good enough for consumers who would rather speak with a human being. The global consulting firm PA Consulting believes call centers will one-day direct customers to a virtual world to follow up their questions. Interesting, but consumers would no doubt have to wait in line in Second Life, too--all it would do is giving them visual evidence of where they stand in the queue. Having said that, hanging out in Second Life would be more fun than waiting on hold.

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