The present invention is directed to providing customer service hierarchies within a virtual universe. A method for providing customer service hierarchies within a virtual universe includes: receiving a customer need request from an avatar; presenting a virtual interactive menu and/or a web page after receiving the customer need request; and if the menu and/or web page does not satisfy the customer's need request, then providing a customer service representative avatar to the avatar in need of customer service. A system, a program product stored on a computer readable medium, and a method for deploying such an application are also disclosed.