You decide to contact a company. Once you send them an email, you will likely prefer emails for the future. If you call, all of your future communications will stay on the phone. However, who knows, you may want to switch to text or WhatsApp next time, and then you may face something unpleasantly familiar - the company's representative has no idea what you were discussing before. How unbearably familiar is this?!
Now, remember how you text with friends. Using numerous channels at the same time is something natural and does not bring you problems. You are always in the context and get the best of each communication channel, whether a text, a voice message, a video call, or a social media DM.
We are sure that companies can also be always in the context, no matter where they start their communication with a customer and where they want to continue it.