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   The men who were too manly for shopping carts
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   ...and other dumb reasons to delay a useful shift in self-service.
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                      A little less customer deflection, little more direction please
                     </h1>
                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
                      Self-service should serve our customer, but far too often we serve our own needs by pushing work onto the customer and neglecting their experience.
                     </p>
                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
                      We talk about improving “deflection”, as if customers are pinballs about to ruin our game by falling into the drain of our support inbox, but that we hope can be bounced away if they hit the right deflector.
                     </p>
                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
                      The best self-service happens when the experience is great for
                      <em>
                       both
                      </em>
                      parties. When I open my bank’s app and freeze my card instantly I am happy the job is done, and the bank is happy to avoid a phone call. Everybody wins
                      <span style="font-size: 11px;">
                       <sup>
                        1
                       </sup>
                      </span>
                      .
                     </p>
                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
                      Think of it as directing a customer to the best place to get their questions answered quickly, rather than deflecting them from their preferred channel to a cheaper option.
                     </p>
                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
                      A while back I heard that Piggly Wiggly was the first self-service grocery store
                      <span style="font-size: 13px;">
                       <sup>
                        2
                       </sup>
                      </span>
                      , and I wondered how that new idea played out with customers. In this
                      <a data-hs-link-id="0" rel="noopener" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                       short Museum of Customer Support video
                      </a>
                      you can learn what I found out (and make sense of this email’s subject line).
                     </p>
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Standard HS Link styles
color: #1292EE !important; 
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font-weight: 400 !important;
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a visual regression in dark mode.
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                      <a data-hs-link-id="2" rel="noopener" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                       Museum of Customer Support: The First Shopping Cart
                      </a>
                      <br/>
                      <br/>
                      Alright, perhaps
                      <a data-hs-link-id="0" rel="noopener" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                       not everything should be self-service
                      </a>
                      , but if you are going to ask your customers to help themselves, then put the effort in to make it a satisfying service experience.
                     </p>
                     <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
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                      <em>
                       <sup>
                        1
                       </sup>
                       Except the fool who nicked my wallet out of the car, who discovers he can’t use my card to pay for his Maccas Happy Meal.
                       <br/>
                       <sup>
                        2
                       </sup>
                       Turns out it was not...exceptional self-promotion triumphs once more.
                      </em>
                     </p>
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             .hs-richtext-wrapper p {margin-bottom: 18px !important; }
  .hs-richtext-wrapper a { color: #1292EE; text-decoration: none !important;}
  .hs-richtext-wrapper a:hover, .hs-richtext-wrapper a:focus, .hs-richtext-wrapper a:active {color: #0077CC !important;}
  .hs-richtext-wrapper h1 {line-height: 1.2 !important;  font-size: 36px !important; margin-top: 30px; margin-bottom: 30px !important; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif !important;  color: #1D2B36 !important; font-style: normal; font-weight: 500 !important; }
  .hs-richtext-wrapper h2 {line-height: 1.3 !important;  font-size: 24px !important; margin-top: 30px; margin-bottom: 30px !important; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif !important;  color: #1D2B36 !important; font-style: normal; font-weight: 500 !important; }
  .hs-richtext-wrapper li {margin-bottom: 20px !important; padding-left: 10px;}
  .hs-richtext-wrapper h1 em { font-weight: 500 !important; }
  .hs-richtext-wrapper h1 a { color: #1D2B36 !important; }
  .hs-richtext-wrapper h2 em { font-weight: 500 !important; }
  .hs-richtext-wrapper h2 a { color: #1D2B36 !important; }
  @media all and (max-width: 479px) {
    .hs-richtext-wrapper {
     padding: 0px 25px 12px 25px !important;
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  @media all and (min-width: 480px) {
    .hs-richtext-wrapper {
     padding: 0px 50px 12px 50px !important;
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  }
            </style>
           </div>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_164255965944110" style="color: inherit; font-size: inherit; line-height: inherit;">
            <!--Help Scout - 30px Spacer Module -->
            <!--[if true]>
<table role="presentation" border="0" cellpadding="0" cellspacing="0" style="width:620px; border-collapse: collapse;" align="center"><tr><td>
<![endif]-->
            <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; max-width:600px; border-collapse:collapse" width="100%">
             <tbody>
              <tr>
               <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word">
                <div class="spacer" style="line-height:30px; height:30px; mso-line-height-rule: exactly; width: 100%;">
                </div>
               </td>
              </tr>
             </tbody>
            </table>
            <!--[if true]>
</td></tr></table>
<![endif]-->
           </div>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_16425596182149" style="color: inherit; font-size: inherit; line-height: inherit;">
            <!--Help Scout - Signature Module -->
            <!-- Uses https://www.goodemailcode.com/email-enhancements/faux-absolute-position -->
            <!--[if true]>
<table role="presentation" border="0" cellpadding="0" cellspacing="0" style="width:620px; border-collapse: collapse;" align="center"><tr><td>
<![endif]-->
            <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; border-collapse:collapse" width="100%">
             <tbody>
              <tr>
               <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding:0 10px">
                <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; max-width:600px; width:100%; border-collapse:collapse" width="100%">
                 <tbody>
                  <tr>
                   <td class="hs-signature-wrapper" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding:0px 35px 30px 35px">
                    <table border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; border-collapse:collapse" width="100%">
                     <tbody>
                      <tr>
                       <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word">
                        <!-- Signature image 1 75px x 75px -->
                        <img alt="patto-headshot" height="75" loading="lazy" sizes="(max-width: 72px) 100vw, 72px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252Fpatto-headshot.png%253Fwidth%253D144%2526upscale%253Dtrue%2526name%253Dpatto-headshot.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/patto-headshot.png?upscale=true&amp;width=144&amp;upscale=true&amp;name=patto-headshot.png 72w, https://email.helpscout.com/hs-fs/hubfs/patto-headshot.png?upscale=true&amp;width=288&amp;upscale=true&amp;name=patto-headshot.png 144w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; height:75px; width:auto" width="auto"/>
                       </td>
                       <!-- If statement for conditional second image -->
                       <td style="border-collapse:collapse; mso-line-height-rule:exactly; word-break:break-word; width:100%; font-family:'Helvetica Neue', Helvetica, Arial, sans-serif; font-style:normal; font-weight:500; font-size:18px; color:#292F33; vertical-align:middle; line-height:1.4; padding-left:12px" valign="middle" width="100%">
                        Mat Patterson
                        <br/>
                        <span style="color: #556575; font-size: 15px; font-style: italic; font-weight: 400;">
                         Help Scout
                        </span>
                       </td>
                      </tr>
                     </tbody>
                    </table>
                   </td>
                  </tr>
                 </tbody>
                </table>
               </td>
              </tr>
             </tbody>
            </table>
            <!--[if true]>
</td></tr></table>
<![endif]-->
            <style type="text/css">
             /* Increase the horizontal padding in the mobile view above 480px */
  @media all and (max-width: 479px) {
      .hs-signature-wrapper {padding: 0px 25px 30px 25px !important;}
    }
      @media all and (min-width: 480px) {
      .hs-signature-wrapper {padding: 0px 50px 30px 50px !important;}
    }
            </style>
           </div>
           <table cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; border-collapse:collapse; mso-table-lspace:0pt; mso-table-rspace:0pt" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_164256191284611" style="color: inherit; font-size: inherit; line-height: inherit;">
                <!--[if gte mso 9]>
<v:rect xmlns:v="urn:schemas-microsoft-com:vml" fill="true" stroke="false" style="mso-width-percent:1000; height:2pt;" fillcolor="none">
<v:fill type="tile"/>
<v:textbox inset="0,0,0,0">
<div>
<![endif]-->
                <table align="center" border="0" role="presentation" style="position:relative; top:-1px; min-width:20px; width:100%; max-width:100%; border-spacing:0; mso-table-lspace:0pt; mso-table-rspace:0pt; border-collapse:collapse; font-size:1px" width="100%">
                 <tbody>
                  <tr>
                   <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; line-height:0" width="auto">
                   </td>
                   <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; line-height:0; border:transparent; border-bottom:1px solid #cccccc; mso-border-bottom-alt:1px solid #cccccc; border-bottom-width:1px" valign="middle" width="50%">
                   </td>
                   <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; line-height:0" width="auto">
                   </td>
                  </tr>
                 </tbody>
                </table>
                <!--[if gte mso 9]></div></v:textbox></v:rect><![endif]-->
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module-0-0-2" style="color: inherit; font-size: inherit; line-height: inherit;">
            <!--Help Scout - 30px Spacer Module -->
            <!--[if true]>
<table role="presentation" border="0" cellpadding="0" cellspacing="0" style="width:620px; border-collapse: collapse;" align="center"><tr><td>
<![endif]-->
            <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; max-width:600px; border-collapse:collapse" width="100%">
             <tbody>
              <tr>
               <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word">
                <div class="spacer" style="line-height:30px; height:30px; mso-line-height-rule: exactly; width: 100%;">
                </div>
               </td>
              </tr>
             </tbody>
            </table>
            <!--[if true]>
</td></tr></table>
<![endif]-->
           </div>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module-0-0-3" style="color: inherit; font-size: inherit; line-height: inherit;">
            <!--Help Scout - Row Module -->
            <!-- Notes: -->
            <!--
- Image is 285px wide - but flexible height
-->
            <!--[if true]>
<table role="presentation" border="0" cellpadding="0" cellspacing="0" style="width:620px; border-collapse: collapse;" align="center"><tr><td>
<![endif]-->
            <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; border-collapse:collapse" width="100%">
             <tbody>
              <tr>
               <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding:0 10px">
                <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; max-width:600px; border-collapse:collapse" width="100%">
                 <tbody>
                  <tr>
                   <td align="center" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding-bottom:30px">
                    <div style="text-align: center; direction: rtl; max-width: 600px; font-size: 0;">
                     <!--[if mso]>
              <table role="presentation" width="100%" dir="rtl">
              <tr>
              <td style="width: 300px; padding: 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-image-column" style="width: 100%; max-width: 286px; display: inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-image-wrapper">
                       <a data-hs-link-id="0" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                        <img alt="mocs-ingots" class="hs-row-image" height="auto" loading="lazy" sizes="(max-width: 600px) 100vw, 600px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252Fmocs-ingots.jpeg%253Fwidth%253D1200%2526height%253D674%2526upscale%253Dtrue%2526name%253Dmocs-ingots.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/mocs-ingots.jpeg?upscale=true&amp;width=1200&amp;height=674&amp;upscale=true&amp;name=mocs-ingots.jpeg 600w, https://email.helpscout.com/hs-fs/hubfs/mocs-ingots.jpeg?upscale=true&amp;width=2400&amp;height=1348&amp;upscale=true&amp;name=mocs-ingots.jpeg 1200w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; display:block; width:285px; height:auto; border-radius:4px" width="285"/>
                       </a>
                      </div>
                     </div>
                     <!--[if mso]>
              </td>
              <td style="width:50%; padding: 25px 25px 0px 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-text-column" style="width:100%; max-width: 296px; display:inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-text-wrapper" style="padding: 25px 25px 0px 25px; display:inline-block; vertical-align: middle; width: 100%; max-width: 231px; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-style: normal; font-weight: 500; font-size: 18px; color: #1d2b36; line-height: 1.4; text-align:left;">
                       <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_text" data-hs-cos-field="row_text" data-hs-cos-general-type="widget" data-hs-cos-type="inline_text" id="hs_cos_wrapper_module-0-0-3_" style="color: inherit; font-size: inherit; line-height: inherit;">
                        Museum of Customer Support: The World's Oldest Complaint Letter
                       </div>
                       <a class="read-more-link" data-hs-link-id="1" style="mso-line-height-rule:exactly; margin-top:20px; display:inline-block; vertical-align:middle; font-family:'Helvetica Neue', Helvetica, Arial, sans-serif; font-style:normal; font-weight:500; font-size:15px; color:#1292EE; text-decoration:none !important" target="_blank">
                        Read more
                        <span style="display: inline-block; vertical-align: middle; height: 33px; font-size: 20px;">
                         ›
                        </span>
                       </a>
                      </div>
                     </div>
                     <!--[if mso]>
              </td>
              </tr>
              </table>
              <![endif]-->
                    </div>
                   </td>
                  </tr>
                 </tbody>
                </table>
               </td>
              </tr>
             </tbody>
            </table>
            <!--[if true]>
</td></tr></table>
<![endif]-->
            <style type="text/css">
             .hs-row-text-wrapper a:hover, .hs-row-text-wrapper a:focus, .hs-row-text-wrapper a:active {color: #0077CC !important;}
 @media all and (max-width: 599px) {
      .hs-row-text-wrapper {padding: 25px 25px 0px 25px !important;  width: 100% !important; max-width: 85% !important;}
      .hs-row-text-column {max-width: 450px !important;}
      .hs-row-image-column {max-width: 450px !important;}
      .hs-row-image-wrapper {padding: 0 10px !important;}
      .hs-row-image {width: 100% !important;}  
    }
  @media all and (min-width: 600px) {
      .hs-row-text-wrapper {padding: 0px 25px 0px 40px !important;}
    }
            </style>
           </div>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module-0-0-4" style="color: inherit; font-size: inherit; line-height: inherit;">
            <!--Help Scout - Row Module -->
            <!-- Notes: -->
            <!--
- Image is 285px wide - but flexible height
-->
            <!--[if true]>
<table role="presentation" border="0" cellpadding="0" cellspacing="0" style="width:620px; border-collapse: collapse;" align="center"><tr><td>
<![endif]-->
            <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; border-collapse:collapse" width="100%">
             <tbody>
              <tr>
               <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding:0 10px">
                <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; max-width:600px; border-collapse:collapse" width="100%">
                 <tbody>
                  <tr>
                   <td align="center" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding-bottom:30px">
                    <div style="text-align: center; direction: rtl; max-width: 600px; font-size: 0;">
                     <!--[if mso]>
              <table role="presentation" width="100%" dir="rtl">
              <tr>
              <td style="width: 300px; padding: 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-image-column" style="width: 100%; max-width: 286px; display: inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-image-wrapper">
                       <a data-hs-link-id="0" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                        <img alt="customer-self-service" class="hs-row-image" height="auto" loading="lazy" sizes="(max-width: 400px) 100vw, 400px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252FImported%2520sitepage%2520images%252Fcustomer-self-service.jpg%253Fwidth%253D800%2526height%253D450%2526upscale%253Dtrue%2526name%253Dcustomer-self-service.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/Imported%20sitepage%20images/customer-self-service.jpg?upscale=true&amp;width=800&amp;height=450&amp;upscale=true&amp;name=customer-self-service.jpg 400w, https://email.helpscout.com/hs-fs/hubfs/Imported%20sitepage%20images/customer-self-service.jpg?upscale=true&amp;width=1600&amp;height=900&amp;upscale=true&amp;name=customer-self-service.jpg 800w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; display:block; width:285px; height:auto; border-radius:4px" width="285"/>
                       </a>
                      </div>
                     </div>
                     <!--[if mso]>
              </td>
              <td style="width:50%; padding: 25px 25px 0px 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-text-column" style="width:100%; max-width: 296px; display:inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-text-wrapper" style="padding: 25px 25px 0px 25px; display:inline-block; vertical-align: middle; width: 100%; max-width: 231px; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-style: normal; font-weight: 500; font-size: 18px; color: #1d2b36; line-height: 1.4; text-align:left;">
                       <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_text" data-hs-cos-field="row_text" data-hs-cos-general-type="widget" data-hs-cos-type="inline_text" id="hs_cos_wrapper_module-0-0-4_" style="color: inherit; font-size: inherit; line-height: inherit;">
                        Customer Self-Service: Benefits, Tips, and 5 Great Tools
                       </div>
                       <a class="read-more-link" data-hs-link-id="1" style="mso-line-height-rule:exactly; margin-top:20px; display:inline-block; vertical-align:middle; font-family:'Helvetica Neue', Helvetica, Arial, sans-serif; font-style:normal; font-weight:500; font-size:15px; color:#1292EE; text-decoration:none !important" target="_blank">
                        Read more
                        <span style="display: inline-block; vertical-align: middle; height: 33px; font-size: 20px;">
                         ›
                        </span>
                       </a>
                      </div>
                     </div>
                     <!--[if mso]>
              </td>
              </tr>
              </table>
              <![endif]-->
                    </div>
                   </td>
                  </tr>
                 </tbody>
                </table>
               </td>
              </tr>
             </tbody>
            </table>
            <!--[if true]>
</td></tr></table>
<![endif]-->
            <style type="text/css">
             .hs-row-text-wrapper a:hover, .hs-row-text-wrapper a:focus, .hs-row-text-wrapper a:active {color: #0077CC !important;}
 @media all and (max-width: 599px) {
      .hs-row-text-wrapper {padding: 25px 25px 0px 25px !important;  width: 100% !important; max-width: 85% !important;}
      .hs-row-text-column {max-width: 450px !important;}
      .hs-row-image-column {max-width: 450px !important;}
      .hs-row-image-wrapper {padding: 0 10px !important;}
      .hs-row-image {width: 100% !important;}  
    }
  @media all and (min-width: 600px) {
      .hs-row-text-wrapper {padding: 0px 25px 0px 40px !important;}
    }
            </style>
           </div>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module-0-0-5" style="color: inherit; font-size: inherit; line-height: inherit;">
            <!--Help Scout - Row Module -->
            <!-- Notes: -->
            <!--
- Image is 285px wide - but flexible height
-->
            <!--[if true]>
<table role="presentation" border="0" cellpadding="0" cellspacing="0" style="width:620px; border-collapse: collapse;" align="center"><tr><td>
<![endif]-->
            <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; border-collapse:collapse" width="100%">
             <tbody>
              <tr>
               <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding:0 10px">
                <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; max-width:600px; border-collapse:collapse" width="100%">
                 <tbody>
                  <tr>
                   <td align="center" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding-bottom:30px">
                    <div style="text-align: center; direction: rtl; max-width: 600px; font-size: 0;">
                     <!--[if mso]>
              <table role="presentation" width="100%" dir="rtl">
              <tr>
              <td style="width: 300px; padding: 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-image-column" style="width: 100%; max-width: 286px; display: inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-image-wrapper">
                       <a data-hs-link-id="0" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                        <img alt="knowledge-base-hero" class="hs-row-image" height="auto" loading="lazy" sizes="(max-width: 400px) 100vw, 400px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252FImported%2520sitepage%2520images%252Fknowledge-base-hero.png%253Fwidth%253D800%2526height%253D448%2526upscale%253Dtrue%2526name%253Dknowledge-base-hero.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/Imported%20sitepage%20images/knowledge-base-hero.png?upscale=true&amp;width=800&amp;height=448&amp;upscale=true&amp;name=knowledge-base-hero.png 400w, https://email.helpscout.com/hs-fs/hubfs/Imported%20sitepage%20images/knowledge-base-hero.png?upscale=true&amp;width=1600&amp;height=896&amp;upscale=true&amp;name=knowledge-base-hero.png 800w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; display:block; width:285px; height:auto; border-radius:4px" width="285"/>
                       </a>
                      </div>
                     </div>
                     <!--[if mso]>
              </td>
              <td style="width:50%; padding: 25px 25px 0px 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-text-column" style="width:100%; max-width: 296px; display:inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-text-wrapper" style="padding: 25px 25px 0px 25px; display:inline-block; vertical-align: middle; width: 100%; max-width: 231px; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-style: normal; font-weight: 500; font-size: 18px; color: #1d2b36; line-height: 1.4; text-align:left;">
                       <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_text" data-hs-cos-field="row_text" data-hs-cos-general-type="widget" data-hs-cos-type="inline_text" id="hs_cos_wrapper_module-0-0-5_" style="color: inherit; font-size: inherit; line-height: inherit;">
                        The Ultimate Guide to Using a Knowledge Base for Self-Service Support
                       </div>
                       <a class="read-more-link" data-hs-link-id="1" style="mso-line-height-rule:exactly; margin-top:20px; display:inline-block; vertical-align:middle; font-family:'Helvetica Neue', Helvetica, Arial, sans-serif; font-style:normal; font-weight:500; font-size:15px; color:#1292EE; text-decoration:none !important" target="_blank">
                        Read more
                        <span style="display: inline-block; vertical-align: middle; height: 33px; font-size: 20px;">
                         ›
                        </span>
                       </a>
                      </div>
                     </div>
                     <!--[if mso]>
              </td>
              </tr>
              </table>
              <![endif]-->
                    </div>
                   </td>
                  </tr>
                 </tbody>
                </table>
               </td>
              </tr>
             </tbody>
            </table>
            <!--[if true]>
</td></tr></table>
<![endif]-->
            <style type="text/css">
             .hs-row-text-wrapper a:hover, .hs-row-text-wrapper a:focus, .hs-row-text-wrapper a:active {color: #0077CC !important;}
 @media all and (max-width: 599px) {
      .hs-row-text-wrapper {padding: 25px 25px 0px 25px !important;  width: 100% !important; max-width: 85% !important;}
      .hs-row-text-column {max-width: 450px !important;}
      .hs-row-image-column {max-width: 450px !important;}
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  @media all and (min-width: 600px) {
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           </div>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module-0-0-6" style="color: inherit; font-size: inherit; line-height: inherit;">
            <!--Help Scout - Footer Module -->
            <!-- Notes: -->
            <!-- 
Multiple tables are used to control the responsive layout. With custom media queries for
some limited changes in dark mode where it is supported.
See https://css-tricks.com/ideas-behind-responsive-emails/ 
-->
            <!-- Add 60px of spacing above the footer module -->
            <div class="spacer" style="line-height:60px; height:60px; mso-line-height-rule: exactly; width: 100%;">
            </div>
            <!--1st table is a container table giving the full width background color primarily -->
            <table align="center" bgcolor="#F9FAFA" border="0" cellpadding="0" cellspacing="0" class="hs-footer-container" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; background-color:#F9FAFA; width:100%; border-collapse:collapse" width="100%">
             <tbody>
              <tr>
               <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding:50px 15px 10px 15px; width:100%" width="100%">
                <!-- Container table which primarily gives us the 600px container width -->
                <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; max-width:600px; width:100%; border-collapse:collapse" width="100%">
                 <tbody>
                  <tr>
                   <td class="hs-footer-logo-wrapper" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; width:100%; padding-bottom:20px" width="100%">
                    <!-- In The Works Logo, 162px x 43px not in its own table as not responsive -->
                    <a data-hs-link-id="0" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                     <img alt="Help Scout" height="30" loading="" sizes="(max-width: 100px) 100vw, 100px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252Fhs-monogram.png%253Fwidth%253D200%2526height%253D240%2526upscale%253Dtrue%2526name%253Dhs-monogram.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/hs-monogram.png?upscale=true&amp;width=200&amp;height=240&amp;upscale=true&amp;name=hs-monogram.png 100w, https://email.helpscout.com/hs-fs/hubfs/hs-monogram.png?upscale=true&amp;width=400&amp;height=480&amp;upscale=true&amp;name=hs-monogram.png 200w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; width:auto; height:30px" width="auto"/>
                    </a>
                   </td>
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                  <tr>
                   <td class="hs-footer-address-wrapper" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; width:100%; border-bottom:1px solid #E5E4E3" width="100%">
                    <!-- Two tables here to manage the address area and social media graphics -->
                    <!-- Table one has the address, unsubscribe and view as webpage links -->
                    <table align="left" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:76.2%; min-width:300px; border-collapse:collapse" width="76.2%">
                     <tbody>
                      <tr>
                       <td class="hs-footer-address" style="border-collapse:collapse; mso-line-height-rule:exactly; word-break:break-word; padding-bottom:30px; color:#314351; font-size:13px !important; font-family:'Helvetica Neue', Helvetica, Arial, sans-serif; line-height:1.8">
                        100 City Hall Plaza
                        <br/>
                        5th Floor  •  Boston, MA 02108
                        <br/>
                        <a data-hs-link-id="0" data-viewaswebpage="true" style="mso-line-height-rule:exactly; color:#314351 !important; text-decoration:underline !important" target="_blank">
                         view in your web browser
                        </a>
                        |
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                    <!-- Table two has the Social Media Logos -->
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                     <tbody>
                      <tr>
                       <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding-bottom:30px; padding-right:15px">
                        <!-- Twitter logo-->
                        <a data-hs-link-id="0" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                         <img alt="Twitter-1" height="20" loading="lazy" sizes="(max-width: 99px) 100vw, 99px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252FTwitter-1.png%253Fwidth%253D198%2526height%253D160%2526upscale%253Dtrue%2526name%253DTwitter-1.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/Twitter-1.png?upscale=true&amp;width=198&amp;height=160&amp;upscale=true&amp;name=Twitter-1.png 99w, https://email.helpscout.com/hs-fs/hubfs/Twitter-1.png?upscale=true&amp;width=396&amp;height=320&amp;upscale=true&amp;name=Twitter-1.png 198w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; height:20px; width:auto" width="auto"/>
                        </a>
                       </td>
                       <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding-bottom:30px; padding-right:15px">
                        <!-- Facebook logo-->
                        <a data-hs-link-id="0" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                         <img alt="Facebook-sq" height="20" loading="lazy" sizes="(max-width: 80px) 100vw, 80px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252FFacebook-sq.png%253Fwidth%253D160%2526height%253D160%2526upscale%253Dtrue%2526name%253DFacebook-sq.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/Facebook-sq.png?upscale=true&amp;width=160&amp;height=160&amp;upscale=true&amp;name=Facebook-sq.png 80w, https://email.helpscout.com/hs-fs/hubfs/Facebook-sq.png?upscale=true&amp;width=320&amp;height=320&amp;upscale=true&amp;name=Facebook-sq.png 160w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; height:20px; width:auto" width="auto"/>
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                       <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding-bottom:30px; padding-right:15px">
                        <!-- Linked In logo-->
                        <a data-hs-link-id="0" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                         <img alt="LinkedIn-sq" height="20" loading="lazy" sizes="(max-width: 81px) 100vw, 81px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252FLinkedIn-sq.png%253Fwidth%253D162%2526height%253D160%2526upscale%253Dtrue%2526name%253DLinkedIn-sq.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/LinkedIn-sq.png?upscale=true&amp;width=162&amp;height=160&amp;upscale=true&amp;name=LinkedIn-sq.png 81w, https://email.helpscout.com/hs-fs/hubfs/LinkedIn-sq.png?upscale=true&amp;width=324&amp;height=320&amp;upscale=true&amp;name=LinkedIn-sq.png 162w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; height:20px; width:auto" width="auto"/>
                        </a>
                       </td>
                       <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding-bottom:30px">
                        <!-- Instagram logo-->
                        <a data-hs-link-id="0" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                         <img alt="Instagram-sq" height="20" loading="lazy" sizes="(max-width: 81px) 100vw, 81px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252FInstagram-sq.png%253Fwidth%253D162%2526height%253D162%2526upscale%253Dtrue%2526name%253DInstagram-sq.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/Instagram-sq.png?upscale=true&amp;width=162&amp;height=162&amp;upscale=true&amp;name=Instagram-sq.png 81w, https://email.helpscout.com/hs-fs/hubfs/Instagram-sq.png?upscale=true&amp;width=324&amp;height=324&amp;upscale=true&amp;name=Instagram-sq.png 162w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; height:20px; width:auto" width="auto"/>
                        </a>
                       </td>
                      </tr>
                     </tbody>
                    </table>
                   </td>
                  </tr>
                  <tr>
                   <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; width:100%; padding-top:20px" width="100%">
                    <!-- Three tables to manage the Scribble image, Made by... and the copyright text -->
                    <!-- Table one has the scribble image-->
                    <table align="left" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; margin-top:4px; width:10%; min-width:60px; border-collapse:collapse" width="10%">
                     <tbody>
                      <tr>
                       <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word">
                        <img alt="hs-scribble" height="15" loading="lazy" sizes="(max-width: 222px) 100vw, 222px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252Fhs-scribble.png%253Fwidth%253D444%2526height%253D122%2526upscale%253Dtrue%2526name%253Dhs-scribble.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1nFcRg:6nN1gtoVP2tvAQ2duC4Q-uI15lxTQoYAw6abAyq4-mU" srcset="https://email.helpscout.com/hs-fs/hubfs/hs-scribble.png?upscale=true&amp;width=444&amp;height=122&amp;upscale=true&amp;name=hs-scribble.png 222w, https://email.helpscout.com/hs-fs/hubfs/hs-scribble.png?upscale=true&amp;width=888&amp;height=244&amp;upscale=true&amp;name=hs-scribble.png 444w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; height:15px; width:auto" width="auto"/>
                       </td>
                      </tr>
                     </tbody>
                    </table>
                    <!-- Table two has the Created by text -->
                    <table align="left" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:67.3%; min-width:310px; border-collapse:collapse" width="67.3%">
                     <tbody>
                      <tr>
                       <td class="hs-footer-madeby" style="border-collapse:collapse; mso-line-height-rule:exactly; word-break:break-word; padding-bottom:10px; color:#1D2B36; font-weight:500; font-size:13px !important; font-family:'Helvetica Neue', Helvetica, Arial, sans-serif; line-height:1.8">
                        Made by hand in over 75 cities around the world.
                       </td>
                      </tr>
                     </tbody>
                    </table>
                    <!-- Table three has the copyright text -->
                    <table align="left" border="0" cellpadding="0" cellspacing="0" class="hs-footer-copyright-table" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; min-width:120px; width:21.1%; border-collapse:collapse" width="21.1%">
                     <tbody>
                      <tr>
                       <td class="hs-footer-copyright" style="border-collapse:collapse; mso-line-height-rule:exactly; word-break:break-word; padding-bottom:10px; color:#556575; font-size:13px !important; font-family:'Helvetica Neue', Helvetica, Arial, sans-serif; line-height:1.8">
                        © 2022 Help Scout
                       </td>
                      </tr>
                     </tbody>
                    </table>
                   </td>
                  </tr>
                 </tbody>
                </table>
               </td>
              </tr>
             </tbody>
            </table>
            <style type="text/css">
             @media (prefers-color-scheme: dark ) {
      .hs-footer-container {
        background-color: #1E1E1E;
      }
      .hs-footer-address {
        color: #A7B3BE;
      }
      .hs-footer-madeby {
        color: #D1DAE3;
      }
      .hs-footer-copyright {
        color: #A7B3BE;
      }
    }
  /* data-ogsc tag targets Outlook email clients */    
    [data-ogsc] .hs-footer-container {
        background-color: #1E1E1E;
      }
    [data-ogsc] .hs-footer-address {
        color: #A7B3BE;
      }
    [data-ogsc] .hs-footer-madeby {
        color: #D1DAE3;
      }
    [data-ogsc] .hs-footer-copyright {
        color: #A7B3BE;
      }
    [data-ogsc] .hs-footer-address-wrapper {
        border-bottom: 1px solid #000000;
      }
  /* Tweak the padding up on screens larger than 600px */
  @media all and (min-width: 600px) {
    .hs-footer-address {
        padding-bottom: 40px !important;
      }
    .hs-footer-copyright {
        text-align: right !important;
      }
  }
            </style>
           </div>
          </div>
          <!--[if gte mso 9]></table><![endif]-->
          <!--[if (mso)|(IE)]></td><![endif]-->
          <!--[if (mso)|(IE)]></tr></table><![endif]-->
         </div>
         <!--[if gte mso 9]></td></tr></table><![endif]-->
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