This article explores whether WebCT, a virtual learning technology, meets organisational and customer goals at Coventry University Business School (CBS). Lecturer and student perceptions about the benefits of WebCT as a teaching and learning resource are examined as well as the goals of WebCT for the university as an organization. CBS students completed a structured questionnaire and semi-structured interviews were conducted with lecturers who were selected using snowball sampling. The findings showed that customers view WebCT as a supplementary service rather than a replacement to classroom teaching and learning. This is in line with the organisational goals related to the enhancement of teaching and learning. The complexities of implementing WebCT, that is, technical problems, staff work load, and inadequate student support are some of the challenges discussed. Recommendations and implications made can be applied to other institutions deciding to implement a virtual learning environment. (Contains 1 table and 1 figure.)