A method of providing personal service assistance in a virtual universe is disclosed. The method provides a customer avatar (CA) access to a personal assistance avatar or personal customer service representative (PCSR) avatar, hereinafter PCSR avatar. Through the PCSR avatar, the CA communicates a need or requests for personal service assistance from a business or organization. The communication of the received request is processed to identify an appropriate business, organization or vendor that meets the need or request. The identified business, organization or vendor is contacted for a representative from the business to accede to the request from the CA. The representative from the business is allowed to assume control of the PCSR avatar to conduct the session necessary for rendering the assistance or transaction. Upon completion of the session, control of the PCSR avatar is reverted to that prior to the session.