Consumers were usually much more passive and brands had fewer ways to connect with customers. Yet today, the journey has transformed so much that it is mostly unpredictable. People are using new platforms and methods to communicate and are getting information from different channels and in different ways. Less than one decade ago, Instagram, WhatsApp, bots and chats were not available as tools for communication. At that time, communications were mostly carried out over the phone, while social media platforms were just starting to take off. But all of this has changed drastically.