Don't know if you've tried this yet. Amazon offers a great example of a true cross-channel experience.
Cross-Channel 1: Online to Real Time
I had some books to return. I filled out the return information online and a return label was provided for me to print, tieing the box to my online entry. It made the return easy (which with my schedule is a critical barrier for entry).
Cross-Channel 2: Email to Online to Phone
I got an email today indicating that the box had been received on their end. The details of the return had an 'issue' (I was charged for return postage when I should not have been). I clicked through the email (I wanted to reply -- which I couldn't, but that's a different issue) to online and saw the option to contact Amazon by phone. A small window pops and asks for my phone number. I barely had pressed return and my phone was ringing! The item was resolved in 5 minutes.
Cross-Channel 3: Phone to Email
Back into my email, and there's already an inquiry asking me if my issue was resolved to my satisfaction. Even better, there were two separate links: one to click if I was satisfied, a different one if I was not. [and there's a closing of the loop]
That's a Total Experience!
Now, if they could just do something simple like offer me a complete inventory (list) of all the titles of books I've ever ordered (instead of asking me to open hundreds of orders to uncover that data -- and then do what? make my own list?).
Something I hadn't really noticed (reinforcing this message), is that Amazon no longer really has a header with their logo prominently featured. Their logo is only one of the tabs...taking up miniscule real estate. Thanks to Luke Wroblewski for capturing this entire visual evolution. Apparently this change has been in place for 2 years.
See, evolving design really does work!