If you've ever had a cloud website hosting account in the past or you've dealt with any other online service, you're probably well aware from your personal experience that for certain things it's better to consult with a live person on the phone rather than exchange tickets or emails. In order to know more about a specific service before you decide to order it or when something small needs to be made, for example, it'll be easier and quicker to do it live. When you can contact representatives by phone, it's also very likely that you're working with a real web hosting supplier, not just a reseller. The level of support that you can get by phone varies between different suppliers - from common issues to dedicated technical support. Usually most of the suppliers offer pre-sales assistance and 1st level phone support, while more complicated tech issues are resolved via electronic mail and tickets.