Problems creating scrip to set custom field value on create

Trying to set a multi value select, custom field.

Desc: Assign Custom Field on Create
Condition: On Create
Action: User defined
Template: Global Blank
Stage: Transaction Create

Custom Action prep:
return 1;

Custom action cleanup code:

my $queue = $self->TicketObj->QueueObj->Name;

if ($queue =~ /.Client::(.)/) {
my $cus = $1;
my $cf = RT::CustomField->new( $RT::SystemUser );

$cf->LoadByName( Name => ‘Customer’ );

$self->TicketObj->AddCustomFieldValue( Field => $cf, value => $cus );

$RT::Logger->info(“Custom field $cus added to this ticket.”);

return 1;

Nothing in the Errorlogs. RT:Logger->info gives me what I would expect.
(getting the correct match value)

The Customfield gets set as a nothing.

Not (no value) but literally nothing.

Any assistance? Thanks.