Application of CRM in electric power marketing

China is gradually introducing the competition mechanism in the power generation link, and in some areas the factory net is separated and the bidding is online. Under the premise of the reform of electric power system, it is an important task for the electric power enterprises to transform the management idea, research and develop the market. With the deepening of power market reform, the focus of power supply enterprises is gradually changed from production to service, service business process will be restructured around customer needs, and the business philosophy of the enterprise has changed to product-centric for customer-centric. Therefore, in the face of increasingly in-depth power market reform, the development of power marketing and marketing of customer relationship management has become the inevitable choice of power enterprises.

Second, the necessity of implementing customer relationship management in electric power enterprises

Power supply Enterprises as the intermediate link in the process of power consumption, the most important is for the vast number of customer service, to high-quality services to occupy the market, open up the market. Recently, the State Grid company has also made clear that the power service is the lifeline of the power grid enterprise, and has raised the power service to a new height. As an important part of power complete product, quality service has shown its importance more and more in the process of electric power marketing. At present, China is actively promoting the second step of electric power reform, the process of electric power marketization is speeding up, the traditional management system and market monopoly formed under the long-term planned economy will be broken, power supply management will be transformed into electric power marketing service. Under the new situation, the relationship between power enterprises and customers must be promoted from management and management to service and service, which is the only right relationship between electric power enterprises and customers, and also a new connotation given by power market.

The electric power Enterprise implements the customer relation management, its significance lies in: to provide customers with intelligent, personalized services, to facilitate customers, extend service means, improve corporate image; Through business process innovation, shorten business processes, the implementation of flat management, saving human and material resources, improve work efficiency, reduce operating costs, and increase the value of customer transfer, Improve customer loyalty, satisfaction, reduce the risk of loss of customers, to provide more electricity recycling channels and flexible payment methods to promote the efficiency of electricity tariff recovery, improve the capital turnover of enterprises, through customer evaluation and customer behavior tracking, effectively prevent the transfer of customer risk, the business risk to the lowest; Market analysis capability and market response speed, to improve the competitiveness of the market, so that managers from the handling of cumbersome, repetitive, transactional-type after the liberation of the above, most of the energy and time in the synthesis, analysis, solve the business activities in the major problems or forecast, analysis, solve problems that may arise.

Research on marketing strategy of electric Power enterprise based on CRM

1. Quality service Strategy

Electric power Enterprises to change the past "users around the power transfer" as "power around the user turn" to the commitment of service as the driving force to model the window as a leader, and strive to improve service quality, so that the user's requirements become the direction of power enterprises to continue efforts. In the training of marketing personnel, we should pay attention to gradually adjust the knowledge structure of marketing team, improve the quality of personnel comprehensively, strengthen the consciousness of "quality service" of marketing management, enhance marketing consciousness, service consciousness and competition consciousness of marketers, and improve marketing skills of marketing personnel. In the area of business network construction, to unify the planning, reasonable layout, to provide customers with a neat and beautiful environment; streamline work procedures and operations, speed up business processes, improve efficiency, implement power-supply social service commitment system, shorten the period of reporting and installation, and make every effort to enable customers to use electricity early and with In power grid security, we should arrange maintenance time rationally, reduce the number and time of power outage, and set up quick repair service team to provide all-weather, whole process and omni-directional service for the fault treatment, to ensure the continuous power supply to customers. In the service supervision system, regular meetings with the customer representatives, through the discussion, listening to customer opinions, communication between the feelings of both sides to understand customer needs, and constantly improve service. The establishment of customer complaints Department, complaint telephone and complaint box, the person responsible for processing, within the stipulated time to give answers and solutions.

2. Differentiated Service Strategy

According to the characteristics of electricity consumption, the demand for electric power is different. Power supply enterprises should be based on the characteristics of electricity to customer groups to implement a more accurate and meticulous classification. For High-value customers, power companies need to provide sufficient technical and human resources to meet the expectations of these High-value customers for corporate customer service, and to improve the treatment of those big customers who bring more profits to the enterprise. For these customers to establish business for the green channel, set up a pay phone call, set up a special service group, set up specialized service personnel for the most valuable customers to provide active specialized services, major customers can also choose the power time, priority to watch new products, have the knowledge of certain news in advance of the privileges. At the same time, free for the major customers electrician electrical professional technical and safety knowledge training, regular for the major customers for distribution equipment inspection. In this way, customer satisfaction and loyalty will be improved. For the majority of the intermediary customer base will often have a great impact on the financial performance of the power companies. On the one hand, they will bring more opportunities for market development, on the other hand, they will also bring high operational risk, but because of their limited profit space for the enterprise, so the main customer service should be customer-oriented services. A small number of low value customers, due to default on electricity tariffs, illegal electricity and other acts, sometimes they may bring negative profits to the company. For this part of the customer should choose a certain customer service strategy, some are potential value customers, gradually cultivate them into a middle customer base, reduce the rate of consumption of profits, and for those who have been to bring negative profits to the enterprise customers, enterprises can take legitimate measures to restrain malicious arrears, such as the advance of electricity tariffs, Electricity charges and so on.

3. Value-added services and paid service strategies

After the buyer's market replaces the seller's day, the idea of the power service should keep up with the change of the Times, and the single service form that the power enterprise can provide cannot satisfy the demand of the customers, and the power value-added service is the key. The Power customer service's big account Manager is best suited for this service. The big account manager of power customer service is familiar with the knowledge of power system, master more comprehensive power trading information, coupled with long-term one-on-one on the major customer service, familiar with the characteristics of electricity consumption of large customers and laws, this knowledge of the advantages and information of the imbalance can be used to provide major clients with advisory services to help major customers to carry out power management, This service is the value-added of ordinary power customer service, should take the mode of charging.

On the other hand, the paid service is paid by the power company for the distribution facilities of the customers. Under normal circumstances, the power supply Enterprise's fault warranty service is limited to the power supply enterprises in the scope of transmission and distribution facilities. But transmission and distribution facilities and electrical products testing, maintenance, maintenance is a strong professional work, some electricity customers own power technology can not be their own transmission and distribution facilities and electrical products for testing, maintenance and maintenance. Power transmission and distribution facilities which are not owned by the electricity supply enterprises and belong to the electricity customers, power supply enterprises may sign on behalf of maintenance agreements or contracts, the implementation of paid services, give full play to the power supply Enterprise professional director and Industry director, not only to solve the electricity customers in the normal use of electrical energy difficulties, but also stabilize the electricity sales market.

The electric power Enterprise carries out the high quality service not equal to the unpaid service, the paid service is for the better service, the customer may choose the value-added service like other products. Electric Power Enterprises should establish a research team of power Market, improve the technology support platform with CRM as its core, make full use of the resources of power Enterprise to provide personalized service for customers, and provide various value-added services to power customers in a team way for customers to choose.

4. Knowledge services and knowledge marketing strategies

With the improvement of living standard, power consumption is not only to use electricity, but also to use good electricity, especially with the power monopoly and the situation of power demand to ease, the power supply market gradually transition from the seller's market to the buyer, the demand for service satisfaction of power customers has changed, knowledge Services has gradually become the mainstream of service. At the same time, knowledge marketing will become an important marketing way for power enterprises to gain market and develop market.

The power supply Company may publicize the energy-saving knowledge, the reasonable electricity knowledge and the safe electricity knowledge through certain propaganda media. In addition, through the establishment of DSM Display Center, power supply companies can disseminate DSM technology and knowledge to customers, promote and introduce power demand side management demonstration projects. Guide customers to use the scientific method of electricity, advanced electrical technology, equipment and materials. The use of electricity demand display center to set up industrial power supply, non-industrial electricity and residential use of electricity exhibition hall, focusing on green lighting, efficient energy-saving equipment, storage heat storage products, home life electrification and so on, and take some incentive policies and measures to promote these efficient energy-saving equipment, set up special personnel to explain, free training for customers, Let customers fully understand the advantages of electricity.

5. Information marketing Strategy

Whether it is to provide differentiated services for different customers, or the implementation of knowledge and network marketing in power enterprises, without the support of marketing decision-making system, these services can only be theoretical. At present, the research on customer relationship management of electric power enterprises has been carried out, but the electric power enterprises have not grasped the modern advanced CRM technology and methods. Managers spend most of their energy and time on tedious, repetitive, transaction-type after processing, can not put most of the time and energy in the synthesis, analysis, solve the production and operation of major problems or forecast, analysis, and solve possible problems, so set up and improve the Power Enterprise customer relationship Marketing system, It is not only the demand of the development of electric power marketing information system, but also the key link of micro management of power enterprises.

The power supply enterprise establishes the marketing decision support system for customer relationship management, which should embody the characteristics of power marketing, highlight its customer refinement management and analysis and forecast function, and weaken its channel management, product analysis and logistics management functions. Specific emphasis should be placed on the following aspects:

(1) Customer service needs analysis. Through the business hall, Power customer service telephone, power customer service website and other channels of interaction with customers, customer demand and customer complaints and other information for summary analysis, refining the customer's reflection and concern hot issues, to focus on analysis. Establish customer demand-oriented model, carry out cost and feasibility analysis of demand, and provide relevant services to improve service efficiency; for customer complaints, to find out the problem as soon as possible, to improve, and regularly through the heart card or questionnaires, such as the collection of customer satisfaction information.

(2) Customer quality evaluation system. With the help of customers ' electricity consumption situation and change trend, customer payment record, the compliance of the power supply contract and the development of the industry and social evaluation, we establish the customer quality evaluation model, on the one hand, we can find and retain the high profit contribution customer through the customer profit contribution analysis, and establish the VIP customer list On the other hand, customers can carry out credit evaluation, according to credit rating information to determine the customer tariff payment method, at the same time, the establishment of poor credit quality of the list of customers, enterprise risk prevention.

(3) Customer personalized value-added services. This is a specialized service for large industrial customers and key quality customers. Further value-added services can be provided to improve their satisfaction and loyalty. These services mainly include providing customers with daily load curves, helping customers to analyze reasonable electricity consumption patterns and selecting suitable tariff categories, and providing them with advice on how to save electricity, and to remind customers of the existence of equipment defects according to the customer's power mutation. The list of these large clients is obtained through the system information, the main indicators are the contract implementation, payment of fees and other relevant units of the credit situation of economic dealings.

(4) Electricity demand Forecast analysis. The model of load forecasting is established, through the excavation of the data such as daily electricity consumption, maximum load, load rate and new capacity of industry expansion, the trend analysis is carried out according to the change of climate condition and the rule of economic cycle, which predicts the demand of electricity and load in the monthly and yearly, generates the balance plan and the wrong peak electricity plan.

(5) Electricity tariff fluctuation analysis. Electricity price is an important index of economic benefit of power supply enterprise, the price should reflect the reasonable power supply cost, promote the effective allocation of resources, exert the price lever mechanism and other factors. The fluctuation analysis of electricity tariff includes the factor analysis of influencing average electricity price, the analysis of classification electricity price change, the influence of electricity price adjustment on business performance. Through the fluctuation analysis of electricity tariff, we can check the rationality of electricity price, analyze the price trend of substitute products, and provide the decision basis for setting electricity price.

Iv. Conclusion

Power marketing is the fundamental of electric power enterprises, the quality of power marketing is related to the survival and development of electric power companies, the core competitiveness of the company, is the core business of power supply enterprises, all production and operation activities of power supply enterprises should obey and serve the demand of the core business of power marketing. Only by developing customer-centric marketing strategy and constructing marketing decision support system for customer relationship management, can we participate in market competition as well as enterprises engaged in other products production and service in market economy, and strive to enlarge power sales, and then realize the goal of independent operation and self-financing of enterprises.