Google is experimenting on a service that allows users to have a live chat with businesses by incorporating its Hangout feature into the Search results. Through this method, users can receive first-hand responses to their queries, making their search more efficient, reliable, and less time-consuming.
The new service is akin to Path Talk's direct messaging system that also lets users chat with local businesses. However, using Path Talk would mean that the user gets the chance to chat and receive responses from a group of people who are responsible for contacting the business themselves.
With the new Hangout, users can chat directly with a representative from a company and get useful information such as prices, peak hours and upcoming promos in cases where the search involves restaurants or special events.
Making its chat service accessible from Search definitely gives an edge to Google as it is the place where most users are highly likely to see a business first. There's no information yet if the feature will also be available to the rest of Google's ecosystem such as Maps. Users can launch the Hangout on both their desktop and mobile devices.
According to Ezra Gottheil, an analyst with Technology Business Research, the ability to launch a Hangout easily with a company can be of great help for users to get whatever information they need.
"That could be a powerful tool," said Gottheil. "Delivering good service is difficult and expensive for businesses. Online chat is effective and less expensive than telephone support."
Eventually, full incorporation of Hangouts in Google Search may add more boost to the feature, which could include an increase in user base and popularity.
"I don't think you'd pick your default search engine based on your eventual need to chat with a business representative," added Gottheil. "I think it's more like providing services businesses can use, and maybe encouraging the adoption of Hangouts over Skype."
A Google spokesperson has confirmed that the feature is indeed in an experimental phase. It was originally spotted by Matt Gibstein who immediately broke the news through Twitter.
"Super interesting: @Google search now offering the ability to chat with local businesses (a la @Path Talk," tweeted Gibstein.
Super interesting: @Google search now offering the ability to chat with local businesses (a la @Path Talk). pic.twitter.com/eksoBhZ6wk
— Matt Gibstein (@MattGibstein) February 24, 2015
It's still too early to say if the feature could continue as a permanent tool for Search users to take advantage of. A lot of things still have to be considered such as the willingness of a business to have a Hangouts account and their availability to respond to text chats, which can be time-consuming. Still, the idea has proved its point and definitely opens up a new angle to the chat messaging system.
