22. A method of directing a customer of a bank to a chat session with a customer service associate of the bank, the method comprising: receiving a search query from the customer via a computer apparatus comprising a communication interface, where the search query relates to a financial product; providing a memory device of a computer apparatus, wherein the memory device comprises information, wherein the information comprises at least one rule, wherein the information stored in the memory device relates at least partially to predetermined criteria for automatically presenting on the communication interface accessible to the customer a path to a chat session with a customer service associate of the bank, 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; using the computer apparatus to automatically independent of a request from the customer to chat: analyze the search query to determine information associated with the search query; compare the information associated with the search query to the at least one rule stored in the memory device; determine whether or not to present on the communication interface accessible to the customer a path to the chat session based at least partially on determining that the customer service associate is capable of answering questions about the financial product and that the customer service associate is currently available to chat.
22. A method of directing a customer of a bank to a chat session with a customer service associate of the bank, the method comprising: receiving a search query from the customer via a computer apparatus comprising a communication interface, where the search query relates to a financial product; providing a memory device of a computer apparatus, wherein the memory device comprises information, wherein the information comprises at least one rule, wherein the information stored in the memory device relates at least partially to predetermined criteria for automatically presenting on the communication interface accessible to the customer a path to a chat session with a customer service associate of the bank, 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; using the computer apparatus to automatically independent of a request from the customer to chat: analyze the search query to determine information associated with the search query; compare the information associated with the search query to the at least one rule stored in the memory device; determine whether or not to present on the communication interface accessible to the customer a path to the chat session based at least partially on determining that the customer service associate is capable of answering questions about the financial product and that the customer service associate is currently available to chat. 23. The method of claim 22 , further comprising: returning a search result to the customer using the computer apparatus, the search result comprising information related to the search query.