Do you remember how the digital world went absolutely nuts when Second Life first came out?

I remember having conversations with tons and hearing things like “innovative,” “groundbreaking,” “game changing,” “omgthebestthingiveverseen” and other stuff like that.

People thought that this virtual game was it.

Not only is it all but abandoned but the business behind it can’t keep up with just being a legitimate business.

The BBB (Better Business Bureau) recently gave Linden Labs a big honking F for their lack of customer service, citing issues like:

• Number of complaints filed against business.
• Failure to respond to complaints filed against business.
• Length of time business has taken to resolve complaint(s).

And no, “F” here does not mean “Fantastic.”

This “failure” to respond is a big “no no” in today’s digital economy. I can’t believe they’ve chosen simply to ignore the complaints.

And here’s the thing: The Church is exactly where Linden Labs was a few years back. We’re creating innovative uses for technology and the Gospel unlike anything the world has ever seen.

The catch, of course, is to make sure we’re planning for the long haul and that we have the wisdom, smarts, and infrastructure to support our “innovative” ideas.

I’d hate to see the Church get an “F” on customer satisfaction.