Experience happens between the channels.
“A consistent user experience, regardless of channel, is one of the 4 key elements of a usable cross-channel experience. Consistency across channels helps build trust with customers. (…) As companies and organizations design for the larger user experience, it’s important to consider consistency across all channels. Consistent experiences help users build trust with the organization. Each interaction is part of the overall user experience with a company. If the user experience isn’t consistent across channels, users will question the organization’s credibility.”