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1460              <span class="me-2">Author:</span>Michael Ruckman          </div>
1461    <div class="author_post">
1462          </div>
1463  </div>      <hr class="mb-4">
1464      <div class="d-none d-xl-flex align-items-center flex-wrap mb-4 cg-10"><div class="fs-16 color_text">#<a href="https://senteo.net/tag/change-managment/" rel="tag">Change Managment</a></div><div class="fs-16 color_text">#<a href="https://senteo.net/tag/customer-experience/" rel="tag">Customer Experience</a></div><div class="fs-16 color_text">#<a href="https://senteo.net/tag/customer-centricity/" rel="tag">Customer-Centricity</a></div><div class="fs-16 color_text">#<a href="https://senteo.net/tag/evolution-of-business-models/" rel="tag">Evolution of Business Models</a></div><div class="fs-16 color_text">#<a href="https://senteo.net/tag/innovation/" rel="tag">Innovation</a></div><div class="fs-16 color_text">#<a href="https://senteo.net/tag/organizational-evolution/" rel="tag">Organizational Evolution</a></div><div class="fs-16 color_text">#<a href="https://senteo.net/tag/relationship-management/" rel="tag">Relationship Management</a></div><div class="fs-16 color_text">#<a href="https://senteo.net/tag/relationship-centricity/" rel="tag">Relationship-Centricity</a></div></div>      <div class="post_part">
1465<p>A few days ago, I was stuck in another “bot-loop” on the Amazon website. I made a purchase that arrived with a mangled box and a damaged product inside. After multiple attempts with their chatbot to resolve the situation, I gave up. The bot could not get past the logic of their menu structure to understand my situation, and, ultimately, I had to wait for a human to call me back to resolve the issue.</p>
1466
1467
1468
1469<p>For me, and I assume for most people, this happens 80-90% of the time with AI agents designed to replace a human in a specific customer interaction. It seems this strategy of “replace the human with a bot” may be relevant in many “back office” situations with rather logical requirements, but in the realm of customer contacts, experiences, and relationships, it is a BIG mistake.</p>
1470
1471
1472
1473<p>In my last article for Qorus, <em>“Are businesses ready for the benefits and opportunities of AI?”</em>, I wrote mainly about the current challenges that AI creates for businesses from the standpoint of organizational models:</p>
1474
1475
1476
1477<ul>
1478<li><strong>Organizational structures</strong> – how teams are organized for reporting and flow of communication.</li>
1479
1480
1481
1482<li><strong>Management models</strong> – how decisions are taken and how resources are allocated.</li>
1483
1484
1485
1486<li><strong>Performance measures</strong> – how things are analyzed to monitor progress and determine success or failure.</li>
1487</ul>
1488
1489
1490
1491<p>For this article, I will focus on the BIG mistake that most businesses are making with how they integrate AI in their day-to-day operations – especially in interactions with customers.</p>
1492
1493
1494
1495<p>For the foreseeable future, the majority of AI implementations will bring some effect for humans as end-users and/or for humans as the managers and shareholders of organizations. So, until such time that AI determines us humans as useless, some general effect for humans must be considered in any AI implementation.</p>
1496
1497
1498
1499<p>Unfortunately, what I see today in most companies is an almost blanket strategy of “replace the human with the bot,” which is simply dysfunctional in almost all situations. While a large part of this dysfunctional outcome is probably the result of the strategic motivation behind the AI implementation, the more plausible cause is a lack of understanding of the evolution of the human brain and the science of human decisioning.</p>
1500
1501
1502
1503<hr class="wp-block-separator has-alpha-channel-opacity"/>
1504
1505
1506
1507<h2 class="wp-block-heading">
1507Strategic Thinking for Bigger Economic Benefit</h2>
1508
1509
1510
1511<p>Similar to the mistakes made during the majority of digital transformations over the past 20-25 years, most businesses today are focused on the potential cost-cutting or efficiency benefits of AI implementations, which almost always have a limited range of potential economic benefit.</p>
1512
1513
1514
1515<p>When companies begin to focus on creating value by enhancing the quality of human interactions, experiences, and relationships, the range of possible economic effect is much greater. In some cases, exponentially more economic value can be created with a “value-creation” mentality driving AI strategy compared to a “cost-cutting” focus.</p>
1516
1517
1518
1519<p>Strategically, there is no inherent limit to the creation of new sources of monetizable value in customer relationships; however, there is always a point where processes, production, operations, logistics, cost of materials, etc., cannot be made faster or cheaper without significant degradation of quality.</p>
1520
1521
1522
1523<p>Simply stated, there is significantly more range of potential economic benefit in using AI to enhance the quality of customer contacts, customer experiences, and customer relationships than there is in the cost-cutting space.</p>
1524
1525
1526
1527<p>Companies that focus the majority of their effort on AI implementations that improve the quality of customer contacts, experiences, and relationships will see more economic benefit from their efforts in a much faster timeframe than the approach of “replace the human with the bot.”</p>
1528
1529
1530
1531<hr class="wp-block-separator has-alpha-channel-opacity"/>
1532
1533
1534
1535<h2 class="wp-block-heading">The Human Seems to be Important for Quality of Interactions</h2>
1536
1537
1538
1539<p>On another level, to improve the quality of customer contacts, experiences, and relationships, removing the human as the main contact interface with customers is almost always a mistake – at least until AI develops past the current struggle of understanding human decisioning.</p>
1540
1541
1542
1543<p>Depending on the theorist considered, one could say that the parts of the human brain that guide most human decisions have not changed dramatically for the past 50,000-100,000 years, but the science of human decisioning has developed significantly and quite rapidly over the past 100-120 years.</p>
1544
1545
1546
1547<p>The areas of study related to how humans make decisions include game theory, behavioral economics, psychology, neuroscience, and even cognitive science. They range from the strategic to the mathematical and even to the qualitative and irrational aspects of how humans make decisions.</p>
1548
1549
1550
1551<p>While our brains developed in a distinct evolutionary pattern, AI has developed its logic and understanding from a very different perspective, which makes it challenging for AI to comprehend humans.</p>
1552
1553
1554
1555<p>The human brain developed from the primitive brain structures (the brain stem and basal ganglia) to what are largely referred to as the emotional brain (the limbic system) and the rational brain (the pre-frontal cortex).</p>
1556
1557
1558
1559<p>The primitive or “reptilian” brain is responsible for bodily functions, survival instincts, and our reactions to threatening situations.</p>
1560
1561
1562
1563<p>The emotional brain is responsible for how we process emotions that aren’t necessarily life-threatening, and it largely influences basic motivations such as seeking rewards, feeling pleasure, and the need for approval.</p>
1564
1565
1566
1567<p>These two parts of the brain are the foundation of how most decisions are made, and often these initial decision points (<em>Is this a threat to me? Will it make me feel good?</em>) take place without rational thought and in milliseconds.</p>
1568
1569
1570
1571<p>Rational thought, on the other hand, may take seconds, minutes, hours, or even days to follow through on complete processing of the logic that might include complex decision-making and abstract thought trajectories.</p>
1572
1573
1574
1575<p>Basically, our brains from long, long ago are wired to avoid things that are threatening and to seek joy, status, and social connection, and these basic motivations may not always be rational.</p>
1576
1577
1578
1579<p>AI, on the other hand, has very well-developed rational logic and knowledge, but struggles with things like empathy, emotional reasoning, context, and nuance.</p>
1580
1581
1582
1583<p>No one will question the power and potential of AI in terms of the rational prowess and the breadth of knowledge that has developed in large language models.</p>
1584
1585
1586
1587<p>Additionally, machine learning has demonstrated the potential for machines to learn, develop, and improve autonomously, with minimal or no human intervention.</p>
1588
1589
1590
1591<p>With this in mind, it is possible that AI will develop both emotional and social intelligence over time, but AI currently does not provide a viable substitute for humans when interacting with other humans in situations that may involve social context or emotional reasoning.</p>
1592
1593
1594
1595<p>In other words, in most situations requiring a human to contact an organization, there will be some element of emotion or nuance that is:</p>
1596
1597
1598
1599<ul>
1600<li>important to the human; and</li>
1601
1602
1603
1604<li>difficult for AI to fully process and, therefore, difficult for AI to react appropriately.</li>
1605</ul>
1606
1607
1608
1609<p>Therefore, at least for the foreseeable future, the best interface for customer contacts, experiences, and relationships will be humans on the front line of any company.</p>
1610
1611
1612
1613<p>AI can work wonders behind the scenes to improve the efficiency and effectiveness of humans on the front line, but for the time being, it will not replace humans efficie
1613ntly or effectively for the reasons outlined above.</p>
1614
1615
1616
1617<hr class="wp-block-separator has-alpha-channel-opacity"/>
1618
1619
1620
1621<h2 class="wp-block-heading">A Logical Strategy for AI and Humans in Partnership</h2>
1622
1623
1624
1625<p>Considering the speed of development of AI, the issues that I have outlined above may only be relevant for the next six to eight years; however, businesses obviously should not wait to implement AI solutions.</p>
1626
1627
1628
1629<p>To extract the most value from this period of time, the most appropriate strategy for AI implementations would be:</p>
1630
1631
1632
1633<ol>
1634<li>Focus on solutions that reduce cost and improve efficiency in scenarios that are <strong>not customer-facing</strong>.</li>
1635
1636
1637
1638<li>For any interactions directly with customers, focus on solutions that will make humans more effective and efficient in the realm of customer contacts, customer experiences, and customer relationships.</li>
1639</ol>
1640
1641
1642
1643<p>This type of strategy for customer-facing scenarios would require a completely different approach to the “replace the human with the bot” strategy that many companies are using today.</p>
1644
1645
1646
1647<p>Companies will need to consider specifically the inefficiencies and weaknesses of humans and find solutions to improve human performance while interacting with customers.</p>
1648
1649
1650
1651<p>For example, a friend recently implemented a solution for AI to:</p>
1652
1653
1654
1655<ul>
1656<li>take notes;</li>
1657
1658
1659
1660<li>document action items;</li>
1661
1662
1663
1664<li>create calendar entries for follow-up calls; and</li>
1665
1666
1667
1668<li>program reminders for sales agents while they are talking with customers on a sales call.</li>
1669</ul>
1670
1671
1672
1673<p>This allows human sales agents to focus on the quality of their interactions with clients, while all of the administrative tasks that would normally distract them are handled by the AI assistant.</p>
1674
1675
1676
1677<p>Previously, the human may have missed things while trying to complete these tasks in parallel during the conversation, or the tasks would require significant additional time after the sales call to complete.</p>
1678
1679
1680
1681<p>In this scenario, the human sales agent becomes both more efficient and more effective, while maintaining full attention on the customer interaction—improving the quality of the customer contact, the overall experience, and potentially the long-term relationship.</p>
1682
1683
1684
1685<p>Another interesting example is using AI to analyze and segment customer groups based on behavioral trends.</p>
1686
1687
1688
1689<p>In the past, teams of data scientists would spend months in deep data dives to identify behavioral scenarios and accurately create a forecast of potential future behavior.</p>
1690
1691
1692
1693<p>A good client manager may intuitively know which customers are loyal and which might be on the path to attrition, but these data scientists would provide clear calls to action for client managers based on factual analysis of customer behavior en masse.</p>
1694
1695
1696
1697<p>Today, AI can perform this analysis faster, cheaper, and more efficiently than data scientists. It can also prompt client managers with concrete, personalized action items for them to interact directly with customers who might be leaving.</p>
1698
1699
1700
1701<p>AI can even:</p>
1702
1703
1704
1705<ul>
1706<li>Schedule phone calls.</li>
1707
1708
1709
1710<li>Draft messages and emails.</li>
1711
1712
1713
1714<li>Propose an optimized work schedule for the client manager.</li>
1715</ul>
1716
1717
1718
1719<p>Again, this situation makes the human client manager—the holder of the human relationship with the customer—more effective at improving the quality of the customer relationship and avoiding the possible loss of customers.</p>
1720
1721
1722
1723<hr class="wp-block-separator has-alpha-channel-opacity"/>
1724
1725
1726
1727<h2 class="wp-block-heading">Easy to Forget the Simple Truth</h2>
1728
1729
1730
1731<p>Few would argue that AI will reshape business in profound ways in the years to come, but AI will not save organizations that forget a fairly simple premise of business: at least for the time being, <strong>business must create value for humans</strong>—customers, employees, managers, shareholders, society, etc.</p>
1732
1733
1734
1735<p>AI may improve many aspects of how businesses operate, but the end users are still human.</p>
1736
1737
1738
1739<p>Also, humans are not loyal to companies because of algorithms; loyalty is built based on consistent quality in contacts, experiences, and relationships.</p>
1740
1741
1742
1743<p>Executives who remember this will harness AI as a tool to improve the performance of humans to deepen relationships and expand opportunity.</p>
1744
1745
1746
1747<p>Those who simply try to “replace the human with the bot” will wake up one day with efficie
1747nt systems, low costs, and no humans left to serve.</p>
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1964        Interested in finding out more about the latest trends in marketing? Shannon Quilty outlines the role of neuromarketing and experiential marketing in shopping centers and on their websites today.      </div>
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2052          The Customer Lifecycle: Five Relationship Management Tools         </a>
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2054      <div class="p py-2 mb-0">
2055        In this article, we will analyze a new category of processes designed to cultivate customer relationships. These processes seamlessly integrate into sales and service operations, forming a unified approach that facilitates smooth transitions between products throughout the length of the customer's interaction with the bank.      </div>
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2143          The future of neobanks. Does fintech banking have a future?         </a>
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2146        Emerging as a compelling alternative to traditional banking, neobanks place a strong emphasis on providing swift banking services, responsive customer support, fair fee structures, and user-friendly financial products.      </div>
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2242          Voice On Demand Retail Podcast: Part 1 – Customer Experience &amp; Journeys        </a>
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2245        Michael Ruckman talks about Customer Experiences & Customer Journeys, The three faces of Digital for Retailers and the state of leadership in the retail market today.      </div>
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2339        What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…      </div>
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3185      <div class="h3 mb-0 text-white mt-3 fw600 central-gothic">Experiential Branding &#038; Communications &#8211; Improving Brand Integration Through Emotional Engagement</div>
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3189    <p class="desc_sm mb-0">
3190      Understanding branding and communications from the standpoint of emotional engagement and building relevant and meaningful dialogue with customers.    </p>
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3276      <div class="h3 mb-0 text-white mt-3 fw600 central-gothic">Designing Experiential Customer Environments (Physical &#038; Digital)</div>
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3279  <div class="p-4 py-3">
3280    <p class="desc_sm mb-0">
3281      This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels including approaches for customer feedback, quality management, and migration.    </p>
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3365      <div class="h3 mb-0 text-white mt-3 fw600 central-gothic">Experiential Innovation &#038; Relationship-Centric Business Design</div>
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3368  <div class="p-4 py-3">
3369    <p class="desc_sm mb-0">
3370      Understand how the innovation process changes moving from functionality and channel design to a process focused on creating value for customers.    </p>
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3457      <div class="h3 mb-0 text-white mt-3 fw600 central-gothic">Understanding Brand &#038; Communications</div>
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3462      Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement​.     </p>
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3643      <div class="h3 mb-0 text-white mt-3 fw600 central-gothic">Using Customer-Oriented Analytics &#038; Behavioral Scenarios to Improve Business Performance</div>
3644    </div>
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3646  <div class="p-4 py-3">
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3734      <div class="h3 mb-0 text-white mt-3 fw600 central-gothic">Understanding Game Dynamics &#038; Applying Gamification to Drive Customer / Employee Engagement &#038; Loyalty</div>
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3830      Understand the components and features in a complex Customer Relationship Management system (infrastructure, architecture, functionality, etc.) and the uses and benefits for both the business and the customer.    </p>
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4279      Understand how to manage both internal and external digital transformation while considering the landscape for digital business models and the effect on traditional business models. Understanding organizational readiness for transformation and the role of corporate culture in managing transformations.    </p>
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4460      Understanding how to design & manage change/transformation programs in organizations of different sizes. This course will help any size team or organization to better deal with change & transformation on any scale.    </p>
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5459								clone.removeAttribute( 'onclick' );
5460								clone.removeAttribute( 'onkeypress' );
5461								if ( foundSubmitBtn.parentElement.form === null ) {
5462									foundSubmitBtn.parentElement.prepend(clone);
5463								} else {
5464									foundSubmitBtn.parentElement.insertBefore( clone, foundSubmitBtn );
5465								}
5466								foundSubmitBtn.style.display = "none";
5467								cloned = true;
5468							}
5469							
5470							// Clone created, listen to its click.
5471							if ( cloned ) {
5472								clone.addEventListener( 'click', function ( event ) {
5473									logSubmit( event, 'cloned', form, foundSubmitBtn );
5474								});
5475							// No clone, execture and watch for form submission.
5476							} else {
5477								grecaptcha.execute(
5478									'6LcVIGMpAAAAAALeIS3841L1mydLYAIGXKRRTrvT',
5479								).then( function( data ) {
5480									var responseElem = form.querySelector( '.c4wp_response' );
5481									responseElem.setAttribute( 'value', data );	
5482								});
5483
5484								// Anything else.
5485								form.addEventListener( 'submit', function ( event ) {
5486									logSubmit( event, 'other', form );
5487								});	
5488							}
5489
5490							function logSubmit( event, form_type = '', form, foundSubmitBtn ) {
5491
5492								// Standard v3 check.
5493								if ( ! form.classList.contains( 'c4wp_v2_fallback_active' ) && ! form.classList.contains( 'c4wp_verified' ) ) {
5494									event.preventDefault();
5495									try {
5496										grecaptcha.execute(
5497											'6LcVIGMpAAAAAALeIS3841L1mydLYAIGXKRRTrvT',
5498										).then( function( data ) {	
5499											var responseElem = form.querySelector( '.c4wp_response' );
5500											if ( responseElem == null ) {
5501												var responseElem = document.querySelector( '.c4wp_response' );
5502											}
5503											
5504											responseElem.setAttribute( 'value', data );	
5505
5506											
5507
5508			var parentElem = captcha_div.parentElement;
5509
5510			if ( ! form.classList.contains( 'c4wp_verify_underway' ) && captcha_div.parentElement.getAttribute( 'data-c4wp-use-ajax' ) == 'true' ) {
5511				form.classList.add('c4wp_verify_underway' );
5512				const flagMarkup =  '<input id="c4wp_ajax_flag" type="hidden" name="c4wp_ajax_flag" value="c4wp_ajax_flag">';
5513				var flagMarkupDiv = document.createElement('div');
5514				flagMarkupDiv.innerHTML = flagMarkup.trim();
5515
5516				form.appendChild( flagMarkupDiv );
5517	
5518				var nonce = captcha_div.parentElement.getAttribute( 'data-nonce' );
5519
5520				var post_data = {
5521					'action'   : 'c4wp_ajax_verify',
5522					'nonce'    : nonce,
5523					'response' : data
5524				};
5525
5526				var formData = new FormData();
5527
5528				formData.append( 'action', 'c4wp_ajax_verify' );
5529				formData.append( 'nonce', nonce );
5530				formData.append( 'response', data );
5531				
5532				fetch( 'https://senteo.net/wp-admin/admin-ajax.php', {
5533					method: 'POST',
5534					body: formData,
5535				} ) // wrapped
5536					.then( 
5537						res => res.json()
5538					)
5539					.then( data => {
5540
5541						if ( data['success'] ) {
5542							form.classList.add( 'c4wp_verified' );
5543							// Submit as usual.
5544							if ( foundSubmitBtn ) {
5545								foundSubmitBtn.click();
5546							} else {								
5547								if ( typeof form.submit === 'function' ) {
5548									form.submit();
5549								} else {
5550									HTMLFormElement.prototype.submit.call(form);
5551								}
5552							}
5553
5554						} else {
5555							window.location.href = 'https://senteo.net/';						
5556							// Prevent further submission
5557							event.preventDefault();
5558							return false;
5559						}
5560					} )
5561					.catch( err => console.error( err ) );
5562
5563				// Prevent further submission
5564				event.preventDefault();
5565				return false;
5566			}
5567			
5568											// Submit as usual.
5569											if ( foundSubmitBtn ) {
5570												foundSubmitBtn.click();
5571											} else {
5572												
5573												if ( typeof form.submit === 'function' ) {
5574													form.submit();
5575												} else {
5576													HTMLFormElement.prototype.submit.call(form);
5577												}
5578											}
5579
5580											return true;
5581										});
5582									} catch (e) {
5583										// Slience.
5584									}
5585								// V2 fallback.
5586								} else {
5587									if ( form.classList.contains( 'wpforms-form' ) || form.classList.contains( 'frm-fluent-form' )) {
5588										return true;
5589									}
5590									
5591									// Submit as usual.
5592									if ( typeof form.submit === 'function' ) {
5593										form.submit();
5594									} else {
5595										HTMLFormElement.prototype.submit.call(form);
5596									}
5597
5598									return true;
5599								}
5600							};
5601						}
5602					};
5603
5604					grecaptcha.ready( c4wp_onloadCallback );
5605
5606					if ( typeof jQuery !== 'undefined' ) {
5607						jQuery( 'body' ).on( 'click', '.acomment-reply.bp-primary-action', function ( e ) {
5608							c4wp_onloadCallback();
5609						});	
5610					}
5611
5612					//token is valid for 2 minutes, So get new token every after 1 minutes 50 seconds
5613					setInterval(c4wp_onloadCallback, 110000);
5614
5615					
5616				} )( grecaptcha );
5617			</script>
5617
5618						<style type="text/css">
5619				.login #login, .login #lostpasswordform {
5620					min-width: 350px !important;
5621				}
5622			</style>
5623			
5623<script src="https://cdn.jsdelivr.net/npm/[email protected]/dist/umd/popper.min.js" integrity="sha384-9/reFTGAW83EW2RDu2S0VKaIzap3H66lZH81PoYlFhbGU+6BZp6G7niu735Sk7lN" crossorigin="anonymous"></script>
5623
5624<!-- end script -->
5625
5626<script>
5627	var tooltipTriggerList = [].slice.call(document.querySelectorAll('[data-bs-toggle="tooltip"]'))
5628	var tooltipList = tooltipTriggerList.map(function (tooltipTriggerEl) {
5629		return new bootstrap.Tooltip(tooltipTriggerEl)
5630	})
5631	jQuery(window).scroll(function(){
5632		if(jQuery(window).scrollTop()>25){
5633			jQuery('header.sticky-top').addClass('boxshadow');
5634		}else{
5635			jQuery('header.sticky-top').removeClass('boxshadow');
5636		}
5637	});
5638	window.onscroll = function() {myFunction()};
5639	function myFunction() {
5640		var winScroll = document.body.scrollTop || document.documentElement.scrollTop;
5641		var height = document.documentElement.scrollHeight - document.documentElement.clientHeight;
5642		var scrolled = (winScroll / height) * 100;
5643		document.getElementById("progressBar").style.width = scrolled + "%";
5644	}
5645</script>
5645
5646
5647</body>
5648<!-- end body -->
5649</html>
5649<script>
5650  jQuery(document).ready(function(){
5651    jQuery('.owl-courses_types').owlCarousel({
5652      loop: false,
5653      items: 1,
5654      dots: false,
5655      margin: 30,
5656      autoplay:true,
5657      autoplayTimeout:5000,
5658      autoplayHoverPause:true,
5659      smartSpeed:1000,
5660      nav: false,
5661      mouseDrag: true,
5662      touchDrag: true,
5663      pullDrag: true,
5664    });
5665  })
5666</script>

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