5. A customer service system comprising: a communication interface comprising a financial institution's web page accessible to a customer of the financial institution, wherein the communication interface is configured to receive information about a customer-initiated search query, where the search query relates to a financial product; a memory device comprising a database comprising a list of subject matters and respective skill sets corresponding to each of two or more customer service associates of the financial institution, the database further comprising at least one rule wherein the at least one rule relates at least partially to predetermined criteria for automatically displaying on the communication interface accessible to the customer an invitation to chat with one of the two or more customer service associates of the financial institution, and wherein the predetermined criteria relates to whether the customer service associate is capable of answering questions about the financial product and whether the customer service associate is currently available to chat with the customer; and a computer processor operatively coupled to the communication interface and the memory device, wherein the computer processor is configured to automatically without a prompt from the customer to chat: analyze the search query to determine a subject matter and information associated with the customer-initiated search query; compare the subject matter associated with the customer-initiated query to the subject matter list and compare the information associated with the customer-initiated search query with the respective skill set stored for the two or more customer services associates to the at least one rule in the memory device; determine that a customer service associate is skilled in the subject matter related to the customer-initiated search query based at least partially on the comparison of the subject matter associated with the customer-initiated query to the subject matter list and information associated with the customer-initiated search query with the skill set corresponding to each of the two or more customer service associates; and determine whether or not to display on the communication interface accessible to the customer an invitation to initiate a chat between the customer service associate and the customer based at least partially on determining that the customer service associate is skilled in the subject matter related to the customer-initiated search query and that the customer service associate is currently available to chat.
18. The system of claim 5 , wherein the computer processor is further configured to initiate a search using the information received about the customer-initiated search query.