Luke Rees of Accuracast Headshot

Omnichannel Customer Service with the Human Touch

Luke Rees of Accuracast headshot

Luke Rees

Guest Poster: Luke Rees

The following is a guest post from Luke Rees, a digital marketing executive at AccuraCast who writes extensively about technology, ecommerce, and trends in the search market industry.

Luke explores the importance of not only omnichannel alignment but also of considering human-to-human interactions as part of an omnichannel strategy. Also, he does so in British English (recognise), which adds a little European flavor to the blog!

And now, Luke…


The age of digital retail still presents a number of challenges for businesses, and especially for customer service teams. Greater insight into online behaviour means we can understand our customers’ needs in depth – plus, we can track and engage with them in real time. But what about the human touch? It would be a mistake to assume all customer interactions only happen online.

Despite ever growing trends in digital, the best businesses still recognise the value of the human voice. Research from ResponseTap, a call-based marketing automation company, found that 64% of people get frustrated when they are only able to interact with a company online, and 70% find that speaking to an operator on the phone gives them peace of mind and confidence that they are getting exactly what they want.

These findings support the notion that the human voice offers a vital element in the formation of brand identity, as a reassuring and helpful voice helps to develop and strengthen loyalty between business and customer. Life is about human interactions and the business that masters this today, wins.

The Importance of Choice

The main thing marketing in the digital age needs to offer consumers, is choice. Selling has become more informal, sociable, and subject to change, and as a result the customer purchasing path has never been more complex. Read more

What Is a Customer Worth? | SlideShare ScreenShot

What Is a Customer Worth? Customer Lifetime Value via SlideShare

On November 29, 2011 we posted a “back of the napkin” guide for calculating the economic value a customer brings over their “lifetime” with a business. We designed Understanding Customer Lifetime Value: A Non-Geek’s Guide as a thorough, yet non-academic, approach to determining the lifetime value of customers

The step-by-step process of determining customer lifetime value seemed like a natural fit for SlideShare, so we decided to re-release the post in a presentation format.

See below to learn more about Customer Lifetime Value and for tips to make better decisions about marketing and retention.


Understanding Customer Lifetime Value: A Non-Geek's Guide | Blackboard equations

Understanding Customer Lifetime Value: A Non-Geek’s Guide

Understanding Customer Lifetime Value: A Non-Geek's Guide | Blackboard equations

What is Customer Lifetime Value and Why Is It Important?

Customer Lifetime Value (CLV) attempts to determine the economic value a customer brings over their “lifetime” with the business.  At the heart of understanding CLV lies the recognition that a customer does not represent a single transaction but a relationship that is far more valuable than any one-time exchange.

However, CLV is not about any one customer; it is about stepping back and taking a look at your customer base as a whole — understanding that while some never return and some never leave, on average there is a typical customer lifetime and that lifetime has a specific economic value.

Understanding Customer Lifetime Value is incredibly important for customer service professionals and for businesses of all types. Why?

Because if you don’t know what a client is worth, you don’t know what you should spend to get one or what you should spend to keep one.

For instance, if it costs you $100 to acquire a customer, and your customer’s CLV is $75, then we’ve got a problem Houston.

Understanding CLV allows you to drill down and understand the economic value of each customer, so you can make sound decisions about how much to invest in acquisition and retention.

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