iMagicLab to launch customer relations centre in SL

Automobile CRM software supplier ImagicLab is to launch a new Automobile Dealer Relations Center (ADRC) on AutoLand in Second Life.

Slated for opening March 1, the island is being positioned as a customer support and information venue. Visitors to the island can expect to see a new multi-brand showroom, experience custom cars and chat with up to fifty nationwide car dealers at a time about pricing, availability and service issues.

Richard Keith Latman, iMagicLabs Chief Executive Officer said in the press release

Much like iMagicLab pioneered the usage of the Internet in car dealerships, AutoLand in Second Life will allow our 1250 automobile retailers to use this growing communication platform to further address their existing and future customers. iMagicLab is committed to extending our industry-leading Customer Relationship Management DealerCRM suite wherever and whenever necessary in order to help dealers reach their customers. Todays announcement shows that regardless of the medium, we will lead the way and insure that our dealers will never be out of touch.

In principle, this appears to be a good move for the company. We’ve already seen other companies (from the tech sector) experiment with in-world customer support – good in theory but requiring dedicated and committed support in practice.

And here lies a potential issue with virtual information/support ‘portals’. Take away the interaction (with company avatars) and you’re left with little more than 3D brochureware. However, get it right and customers can experience a support/query conversation in a way much more ‘warmer’ than other channels.

On a different angle, this is yet another project coming out of the automobile sector. Just as in the real world car manufacturers create their own supplier ecosystems, are virtual worlds starting to do the same, category by category?