Virtual universe customer service representatives are cloned and assigned as a function of observing customer behavior, retrieving historical data and creating a customer profile. Preferential subavatar assignment parameters are determined for a customer as a function of the customer profile, choosing a subavatar from a plurality of subavatars as a function of a correlation of a subavatar performance characteristic with the preferential subavatar assignment parameter and a store objective, and the clone is populated with the chosen subavatar. Choosing a subavatar may comprise preferentially rating subavatars and determining an appropriateness threshold as a function of the subavatar assignment parameter, the performance characteristics and the store objective. Some embodiments reset a threshold in response to time-in-queue or to repetitively observing customer behavior, retrieving customer data, determining a subavatar assignment parameter and choosing a highest-rated available subavatar meeting a revised threshold. Subavatars may comprise automated, customer service representative-controlled and jointly-controlled subavatars.