I wanted to edit the message below but was unable to. I meant to write,
"Conversely the same goes for when a customer is e-mailing, contacting or asking, they are NOT "reaching out"!

Saying, "reaching out" when you mean to say, "contact" or "ask" is inappropriate and irritating. It connotes that you are in trouble and need help so when companies or anyone else says to customers or to anyone else, "Thank you for reaching out" it comes off as condescending and implying you need help.
When someone with a drug problem reaches out they are doing so after a lot of indecision and are in serious need of help.
Same when a person with a mental problem "reaches out".
If one is about to fall off a cliff, and they reach out, that means they are reaching out with their hand for help. They are not contacting, they are reaching out. Conversely the same goes for when a customer is e-mailing, contacting or asking, they are "reaching out". Please stop using the phrase everywhere it is not appropriate.
Replying to below, YES the following is appropriate.
".. would use it to describe the process of contacting someone with whom they'd previously had no relationship or trying to re-establish a rapport with someone who was now more distant or estranged. It was usually used in the context of getting help or assistance."