{"id":7711,"date":"2023-01-11T00:00:00","date_gmt":"2023-01-11T05:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/limportance-des-messages-pour-une-strategie-de-service-clientele-proactive\/"},"modified":"2026-04-30T02:50:21","modified_gmt":"2026-04-30T06:50:21","slug":"proactive-customer-service","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/fr\/blog\/proactive-customer-service\/","title":{"rendered":"L\u2019importance des messages pour une strat\u00e9gie de service client\u00e8le proactive"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-primary--1\">\n<p class=\"wp-block-paragraph\">Une \u00e9tude Salesforce 2022<sup class=\"wab-note\" data-title='\"State of the Connected Customer: 5th edition\" Salesforce, 2022'>1<\/sup> a r\u00e9v\u00e9l\u00e9 que 73\u00a0% des client\u00b7es estiment que les entreprises devraient comprendre leurs besoins et leurs attentes, et 62\u00a0% que les entreprises devraient pouvoir anticiper ces besoins.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les entreprises ont bien re\u00e7u le message\u00a0: 54\u00a0% des responsables du service client\u00e8le ont indiqu\u00e9 \u00e0 Gartner que passer d\u2019un service r\u00e9actif \u00e0 un service proactif \u00e9tait l\u2019une de leurs priorit\u00e9s pour 2022<sup class=\"wab-note\" data-title=\"\u00ab\u00a02022 Key Customer Service Priorities\u00a0\u00bb Gartner, 2022\">2<\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019assistance r\u00e9active consiste \u00e0 attendre que les client\u00b7es signalent un probl\u00e8me avant de leur proposer une solution. L\u2019assistance proactive consiste \u00e0 donner aux membres de la client\u00e8le ce qu\u2019ils veulent avant m\u00eame qu\u2019ils aient \u00e0 le demander. Dans le meilleur des cas, l\u2019assistance proactive r\u00e9sout les probl\u00e8mes avant m\u00eame que les clients et clientes ne se rendent compte de leur existence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici comment les applications de messagerie peuvent donner \u00e0 votre \u00e9quipe les informations et les moyens n\u00e9cessaires pour le faire.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"7e7f6e\" data-has-transparency=\"false\" style=\"--dominant-color: #7e7f6e;\" loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" class=\"wp-image-564 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-9-.jpg\" alt=\"Deux personnes assises \u00e0 un bureau, l\u2019une expliquant un exemple de conception sur l\u2019ordinateur\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-9-.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-9-.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-9-.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n\n\n<h2 id=\"obtenez-automatiquement-des-statistiques-essentielles-sur-la-clientele\" class=\"wp-block-heading\"><b>Obtenez automatiquement des statistiques essentielles sur la client\u00e8le<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les chatbots aliment\u00e9s par l\u2019IA int\u00e9gr\u00e9s \u00e0 vos applications de messagerie peuvent automatiquement rechercher les donn\u00e9es essentielles de la client\u00e8le au d\u00e9but de chaque interaction. Ces donn\u00e9es repr\u00e9sentent un contexte pr\u00e9cieux et des statistiques indispensables pour que votre \u00e9quipe d\u2019assistance puisse intervenir de mani\u00e8re proactive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les chatbots d\u2019assistance peuvent imm\u00e9diatement trouver les informations suivantes\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">La localisation du client ou de la cliente (via l\u2019identification de l\u2019adresse IP)<\/li>\n\n\n\n<li class=\"wp-block-list-item\">L\u2019appareil utilis\u00e9<\/li>\n\n\n\n<li class=\"wp-block-list-item\">La date et l\u2019heure auxquelles il ou elle vous a contact\u00e9\u00b7e<\/li>\n\n\n\n<li class=\"wp-block-list-item\">L\u2019endroit o\u00f9 se trouvait le\u00b7a client\u00b7e (site\u00a0Web, magasin, application, r\u00e9seaux sociaux) lorsqu\u2019il ou elle a pris contact avec vous<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Imaginons qu\u2019une personne a besoin d\u2019aide pour se connecter \u00e0 son compte. Le chatbot reconna\u00eet qu\u2019elle vient du Mexique et initie un contact en espagnol. Il d\u00e9termine \u00e9galement que la cliente tente de se connecter via le navigateur Chrome de Google sur un smartphone Android. En fonction de ces donn\u00e9es, le chatbot peut instantan\u00e9ment envoyer un article d\u2019aide (en espagnol) qui explique comment se connecter \u00e0 son compte via le navigateur et l\u2019appareil mobile de son choix.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les outils d\u2019assistance peuvent \u00e9galement utiliser les donn\u00e9es des conversations avec les chatbots pour fournir une analyse des sentiments. Ce rapport indique si le sentiment sous-jacent d\u2019une conversation est positif, n\u00e9gatif ou neutre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019analyse des sentiments permet \u00e0 votre \u00e9quipe d\u2019assistance de recevoir des signaux et des alertes clairs d\u00e8s que la client\u00e8le est frustr\u00e9e, et ce, avant m\u00eame qu\u2019elle ne envisage de changer de fournisseur. Gr\u00e2ce \u00e0 ces donn\u00e9es, votre \u00e9quipe d\u2019assistance peut travailler de mani\u00e8re proactive sur la fid\u00e9lisation de la client\u00e8le en essayant de mieux comprendre les sources de frustration et les actions \u00e0 entreprendre pour am\u00e9liorer l\u2019exp\u00e9rience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Freshworks est l\u2019un de nos nombreux partenaires qui vous permet d\u2019int\u00e9grer des bots de discussion aliment\u00e9s par l\u2019IA<sup class=\"wab-note\" data-title=\"Assurez le service \u00e0 la client\u00e8le sur WhatsApp, Freshchat\">3<\/sup> dans vos applications de messagerie professionnelle WhatsApp. Cet outil offre des fonctionnalit\u00e9s d\u2019analyse du sentiment<sup class=\"wab-note\" data-title=\"Analyse du sentiment pour Freshchat, Freshchat\">4<\/sup>, pour que vous et votre \u00e9quipe puissiez proposer une assistance proactive bas\u00e9e sur les discussions avec la client\u00e8le.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"a9a09a\" data-has-transparency=\"false\" style=\"--dominant-color: #a9a09a;\" loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" class=\"wp-image-615 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-8-.jpg\" alt=\"Personne allong\u00e9e dans un lit faisant d\u00e9filer son t\u00e9l\u00e9phone pendant qu\u2019un b\u00e9b\u00e9 fait sa sieste sur sa poitrine\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-8-.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-8-.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-8-.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n\n\n<h2 id=\"obtenez-plus-efficacement-les-avis-et-les-donnees-de-la-clientele\" class=\"wp-block-heading\"><b>Obtenez plus efficacement les avis et les donn\u00e9es de la client\u00e8le<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Selon un sondage de SurveyMonkey<sup class=\"wab-note\" data-title=\"\u00ab\u00a0Customer Feedback 2021\u00a0\u00bb SurveyMonkey, 2021\">5<\/sup>, 85\u00a0% des consommateurs et des consommatrices estiment qu\u2019il est important de pouvoir donner son avis aux entreprises. Le sondage a \u00e9galement r\u00e9v\u00e9l\u00e9 que 61\u00a0% des client\u00b7es font confiance aux entreprises pour agir en fonction des avis donn\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les avis sont pr\u00e9cieux, car les clients souhaitent faire part de leurs pens\u00e9es. Les avis vous permettent d\u2019\u00e9valuer l\u2019\u00e9tat d\u2019esprit de votre client\u00e8le afin que votre marque ait une chance de r\u00e9agir de mani\u00e8re proactive et de r\u00e9soudre les probl\u00e8mes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les applications de messagerie sont id\u00e9ales pour recueillir des avis instantan\u00e9s sur un achat r\u00e9cent ou sur la qualit\u00e9 de l\u2019assistance fournie. Vous pouvez proposer de simples r\u00e9ponses du type \u00ab\u00a0pouce lev\u00e9\/pouce vers le bas\u00a0\u00bb ou des emojis (triste, neutre, heureux) pour obtenir un retour imm\u00e9diat apr\u00e8s diff\u00e9rentes interactions avec la client\u00e8le.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les bots de discussion peuvent \u00e9galement \u00eatre utilis\u00e9s pour envoyer, recevoir et analyser des sondages client\u00e8le plus d\u00e9taill\u00e9s directement depuis votre application de messagerie. Des leaders d\u2019entreprises interrog\u00e9s dans une r\u00e9cente \u00e9tude men\u00e9e par Forrester ont d\u00e9clar\u00e9 que les taux d\u2019ouverture des communications envoy\u00e9es via les solutions de messagerie professionnelle de Meta \u00e9taient syst\u00e9matiquement plus \u00e9lev\u00e9s que ceux des e-mails, des appels t\u00e9l\u00e9phoniques et des SMS<sup class=\"wab-note\" data-title=\"Une \u00e9tude command\u00e9e par Meta et r\u00e9alis\u00e9e par Forrester Consulting en mai 2022, n=240\">6<\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plusieurs de nos partenaires, dont Landbot, ont r\u00e9ussi \u00e0 mettre en place des bots de discussion pour recueillir les commentaires de la client\u00e8le via WhatsApp<sup class=\"wab-note\" data-title=\"\u00ab\u00a0Int\u00e9gration WhatsApp\u00a0\u00bb Landbot\">7<\/sup>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"756b65\" data-has-transparency=\"false\" style=\"--dominant-color: #756b65;\" loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" class=\"wp-image-658 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-3-842x474-8-.jpg\" alt=\"Deux personnes debout dans une cuisine, toutes deux regardant le t\u00e9l\u00e9phone de l\u2019une d\u2019entre elles\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-3-842x474-8-.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-3-842x474-8-.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-3-842x474-8-.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n\n\n<h2 id=\"proposer-des-recommandations-de-produits-personnalisees\" class=\"wp-block-heading\"><b>Proposer des recommandations de produits personnalis\u00e9es<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La client\u00e8le souhaite recevoir des offres personnalis\u00e9es et est pr\u00eate \u00e0 vous donner les donn\u00e9es dont vous avez besoin pour pouvoir agir de mani\u00e8re proactive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selon Spectrm<sup class=\"wab-note\" data-title=\"\u00ab\u00a0State of Social Conversational Commerce 2022\u00a0\u00bb Spectrm, 2022\">8<\/sup>, plus des trois quarts de la client\u00e8le sont d\u2019accord pour partager leurs pr\u00e9f\u00e9rences produits avec une marque de fa\u00e7on s\u00e9curis\u00e9e pour b\u00e9n\u00e9ficier d\u2019une exp\u00e9rience plus personnalis\u00e9e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les applications de messagerie sont le moyen id\u00e9al de transmettre ces recommandations \u00e0 votre client\u00e8le. <a href=\"https:\/\/faq.whatsapp.com\/405903568419894\/?locale=en_US\" data-creative-detail=\"WhatsApp_FAQ_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;WhatsApp_FAQ_Link&quot;}\">Associez votre catalogue produits<\/a> \u00e0 votre application de messagerie et utilisez des chatbots IA pour faire des recommandations en fonction de\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><b>Historique des achats. <\/b>Sugg\u00e9rez des recommandations de type \u00ab\u00a0souvent achet\u00e9s ensemble\u00a0\u00bb en fonction des achats r\u00e9cents et des affinit\u00e9s de produits.<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><b>Parcourir les mod\u00e8les. <\/b>Envoyez des rappels et des remises p\u00e9riodiques pour les produits que la client\u00e8le a r\u00e9cemment consult\u00e9s afin de la relancer.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Nos partenaires Vizury<sup class=\"wab-note\" data-title='\"A Complete Guide to Product Recommendations on WhatsApp\" Vizury, 2022'>9<\/sup> ont rencontr\u00e9 un grand succ\u00e8s en utilisant des bots de discussion conversationnels aliment\u00e9s par l\u2019IA via WhatsApp pour stimuler les recommandations de produits et les efforts de vente incitative.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"c2bbb5\" data-has-transparency=\"false\" style=\"--dominant-color: #c2bbb5;\" loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" class=\"wp-image-695 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-4-842x474-7-.jpg\" alt=\"Personne assise sur un canap\u00e9 et lisant un message sur WhatsApp\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-4-842x474-7-.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-4-842x474-7-.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-4-842x474-7-.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n\n\n<h2 id=\"automatisation-du-libre-service\" class=\"wp-block-heading\"><b>Automatisation du libre-service<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le libre-service est un \u00e9l\u00e9ment essentiel d\u2019un service client\u00e8le proactif. Si vous avez identifi\u00e9 et cr\u00e9\u00e9 \u00e0 l\u2019avance des ressources qui r\u00e9pondent aux questions et probl\u00e8mes courants, votre client\u00e8le n\u2019aura pas besoin de contacter votre \u00e9quipe d\u2019assistance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selon le rapport\u00a02022 de Zendesk sur les tendances en mati\u00e8re d\u2019exp\u00e9rience client\u00e8le<sup class=\"wab-note\" data-title=\"\u00ab\u00a0Rapport sur les tendances en mati\u00e8re d\u2019exp\u00e9rience client\u00e8le\u00a02022\u00a0\u00bb Zendesk, 2022\">10<\/sup>, 70\u00a0% des clients et des clientes s\u2019attendent \u00e0 ce qu\u2019un portail ou du contenu en libre-service soit mis \u00e0 leur disposition. Le rapport \u00ab\u00a0Deconstructing Delight\u00a0\u00bb de Freshworks<sup class=\"wab-note\" data-title='\"Deconstructing Delight\" Freshworks, 2021'>11<\/sup> a r\u00e9v\u00e9l\u00e9 que 61\u00a0% des consommateurs et des consommatrices d\u00e9claraient admirer les entreprises qui utilisaient un m\u00e9lange judicieux de libre-service et d\u2019interactions humaines.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais comment les aider \u00e0 trouver les options de libre-service de votre marque\u00a0? Les chatbots peuvent guider la client\u00e8le vers ces ressources.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les marques peuvent associer leurs applications de messagerie \u00e0 leurs portails en libre-service. Ainsi, leurs chatbots\u00a0IA peuvent rediriger la client\u00e8le vers des ressources en libre-service, comme des pages d\u2019aide ou des pages de questions\/r\u00e9ponses, en fonction des mots utilis\u00e9s dans la discussion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nos partenaires chez Zendesk fournissent des exemples utiles de la mani\u00e8re dont WhatsApp peut s\u2019int\u00e9grer facilement \u00e0 des chatbots intelligents et ax\u00e9s sur l\u2019assistance client\u00e8le<sup class=\"wab-note\" data-title=\"\u00ab\u00a0WhatsApp for Business\u00a0\u00bb Zendesk, 2021\">12<\/sup>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"554d3e\" data-has-transparency=\"false\" style=\"--dominant-color: #554d3e;\" loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" class=\"wp-image-718 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-5-842x474-3-.jpg\" alt=\"Personne assise dans un champ avec un bouledogue lisant un message de marque sur WhatsApp\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-5-842x474-3-.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-5-842x474-3-.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-5-842x474-3-.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n\n\n<h2 id=\"la-clientele-prefere-interagir-avec-les-marques-via-des-applications-de-messagerie\" class=\"wp-block-heading\"><b>La client\u00e8le pr\u00e9f\u00e8re interagir avec les marques via des applications de messagerie<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le principe de base d\u2019un service client\u00e8le proactif est d\u2019offrir \u00e0 la client\u00e8le ce qu\u2019elle souhaite. Et ce qu\u2019elle souhaite, c\u2019est vous contacter via des applications de messagerie. Le rapport\u00a02022 de Spectrm a r\u00e9v\u00e9l\u00e9 que la majorit\u00e9 des client\u00b7es pr\u00e9f\u00e8rent envoyer des messages plut\u00f4t que d\u2019appeler ou d\u2019envoyer des e-mails, et que pr\u00e8s de trois quarts affirment que leurs exp\u00e9riences lors de l\u2019\u00e9change de messages avec une marque ont \u00e9t\u00e9 positives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WhatsApp est l\u2019endroit id\u00e9al pour interagir avec votre client\u00e8le et lui proposer un service proactif. C&rsquo;est l&rsquo;une des applications de messagerie les plus populaires au monde, avec des milliards d&rsquo;utilisateurs actifs dans le monde entier.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e9couvrez comment la <a href=\"https:\/\/whatsappbusiness.com\/fr\/products\/business-platform\/\" data-creative-detail=\"BusinessWhatsApp_BusinessPlatform_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;BusinessWhatsApp_BusinessPlatform_Link&quot;}\">plateforme WhatsApp\u00a0Business<\/a> peut aider votre entreprise \u00e0 accomplir sa mission\u00a0: offrir un service client\u00e8le dynamique et proactif.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez le service client\u00e8le proactif et la mani\u00e8re dont les applications de messagerie peuvent \u00eatre utilis\u00e9es pour anticiper les besoins de la client\u00e8le et les satisfaire de mani\u00e8re proactive.<\/p>\n","protected":false},"author":23,"featured_media":7712,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[282],"tags":[],"class_list":["post-7711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clientele"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>| WhatsApp for Business\u00a0: comment la messagerie permet de proposer un service client\u00e8le proactif<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez le service client\u00e8le proactif et la mani\u00e8re dont les applications de messagerie peuvent \u00eatre utilis\u00e9es pour aider \u00e0 anticiper les besoins de la client\u00e8le et \u00e0 y r\u00e9pondre de mani\u00e8re proactive.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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