Is This Bad For Local Businesses?

We tested Google’s latest search laboratory test.

It is a quick, light and impressive technology to request local quotes, but it is not clear at all that it is good for small businesses.

At the end of January, Rose yaoproduct leadership on Google, announced new Laboratory search test (“Ask Me”) using Google Duplex to call automation to local companies “to find out what they charge for the service and when it is available.”

Testing is in two categories to start: car service/repair and nail lounges. And we just got access.

When yours Search inquiry It is one of two test categories (e.g. a change of oil), the module requested for me appears under Local packaging With a big call to action that encourages users to “start”.

A question for me experience

He then asked what service I needed and gave me a list of 20, from factory -assigned maintenance to the vehicle leak. I chose “oil change” and provided complete details about production, model, year and mileage of my car.

I indicated my desired schedule and a preferred communication method (E -stio or SMS) – and we went into races.

It took me 96 seconds, but it wasn’t clear to me in all elections. In practice, you need less than one minute after you are familiar with the procedure.

What happened after a lecture of the form?

From the moment I handed over the pattern, it took 17 minutes to get an answer.

They got me a summary of the price and availability of three companies that reported on the phone. In addition, I have been informed that five companies cannot come.

Google has called eight of the top nine lists in a local invention. The one who was not invited was Walmart.

The companies that responded were in second, third and seventh place in the list of Finder.

In the second test, looking for the purchase and installation of tires, Google called 11 companies.

Six of them answered and provided information. Five calls were left unanswered. Exactly how much location will call Google still TBD.

If you call after hours, Google will send an E -State in which they will indicate that they will call after the companies are open.

In order for this to be a problem for little little help

Google Duplex It was launched in 2018, using AI “to carry out natural conversations to perform the tasks of the” real world “by phone.”

That year Google implemented a similar solution for Restaurant reservationsEnabling users to click the reservation button and let Google do with the procedure. This system is useful for both users and a restaurant.

However, “ask me” is different. It functions more as a proposal request (RFP), allowing users to quickly contact multiple service stores with minimal effort.

Worse, one store is effective against another, which, if it became widely adopted, could reduce the profit of the car -pitch.

The product also creates additional jobs for local companies.

As long as the car trading shops adopt automation and the bots to process these calls, the staff will be burdened with calls that last as long as regular – but with less direct interactions with customers and lower chanses to close sales.

In short, here’s what’s wrong with a business standpoint (POV):

• Companies do not learn anything about a potential customer.
• Callers learn nothing but the price and availability of business.
• Local services become further comfortable.

There are obvious implications of unwanted mail: locally Black hats Using me to ask me to spend time of competitors.

In addition, this puts pressure on local merchants on the “low ball” when Google calls and potentially makes a “bait and switch” when the buyer actually appears.

Just a test

As I mentioned in our latest PodcastThe search for me is dramatically more limited than most Google tests.

Google usually publishes its early work on a specific percentage of search engine (eg 1%). Then, if it is successful, it will show a 10%test, and so on, to complete presentation.

In this case, the user must decide through the search laboratory, which will significantly limit the scope of the test. If this is not a PLO PLO, it seems he is not ready for me by 1%.

How to turn off from me to ask for duplex calls

Companies can be excluded from receiving these calls, but the procedure is a bit complicated and requires a proven profile.

To give up your Google Duplex call to your business, you can:

• Go to your business profile. Choose a three -point menu.
• Select Business Profile Settings.
• Choose advanced settings.
• In accordance with “Google Assistant Calls”, turn off “customers reservations” or “automated calls”.

Final thoughts

We are just beginning to experience reality Bots (AI agents) who communicate with our companies.

Although those obsessed with efficiency can see an appeal, I am not convinced that it will actually be effective in practice.

This looks more like a exhaustion battle, and Google generated more calls and spending time spending time by stating prices – only to lose sale to the lowest bidders.

A lot of time is spent in this process.

More resources:

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Sepaled Picture: Peopleimages.com – Yuri A/Shutterstock