The problem with buying complex devices like mobile phones on the Internet is that consumers often have lots of questions about what the device will and won’t do. The problem with online shopping is that getting the answers to those questions can be very difficult.

Virgin Mobile USA has announced that it has integrated a new customer service feature into its website to make shopping for a new phone easier. The service is called Bazaarvoice Ask & Answer. To use the service the shopper clicks the Got Questions link on any product page of the site.

The link takes shoppers directly to relevant questions and the most helpful answers from customers who have direct experience with the product. The service is rather like a Virgin Mobile wiki or social network. The questions and answers can also be searched by keyword.

[via Virgin Mobile]