How to build a customer-centered CRM model in power supply enterprises

I. Why carry out power supply marketing innovation work

Large power consumption customers, especially industrial and commercial customers are the main source of profit for power supply enterprises, along with the deepening of the reform of the electric power system, after the establishment of the power sales company, the large power consumption customers will be the main target of the market competition, how to establish in-depth marketing relationship with large power consumption customers, control the stock market and incremental market is the main problem faced by power supply enterprises. How to establish in-depth marketing relationship with large power consumption customers and control the stock and incremental market are the main problems faced by power supply companies. In addition, in order to cope with the reform of the power system on the selling side, to seize the market opportunity and firmly grasp the power market of large power consumption customers, on the basis of the established power supply and use relationship, to establish in-depth marketing relationship with the customers by providing new products and services to the customers, meeting the potential needs of the customers and helping the customers to reduce costs, and to achieve the purpose of occupying the customers' market by creating value for the customers.

Two, how to measure the power supply marketing innovation

Innovation is not self-indulgence, nor is it blindly try, only from the provision of new services and products or reduce costs in two ways to think of ways to specifically in the power marketing, you can start from the two aspects: 1. Provide customers with new products and services, to meet the potential needs of large power consumption customers. Through the real-time collection of customers' information and the use of existing data collection devices, the use of big data means of analysis, analysis of the potential needs of customers, including financial needs, market demand, technological transformation needs, etc., through the mobilization of resources within the platform of the State Grid to meet the needs of customers, to create value for the production and operation of the customer. 2. help large power consumption customers to reduce costs. First, to help customers reduce electricity costs, within the existing tariff standards, to help customers optimize the development of electricity consumption strategies to reduce electricity costs; second, to help customers reduce energy costs, joint natural gas and other energy sectors, *** with the development of energy use packages for customers; third, to help customers reduce production costs, the use of the resources of the State Grid platform, in the centralized purchasing, equipment selection, etc., to help customers reduce production costs. The third is to help customers reduce production costs by utilizing the resources of the State Grid platform to help customers reduce production costs in terms of centralized procurement and equipment selection.

Three, how to explore the potential needs of electric power customers

(a) the use of big data means to find the needs of electric power customers

In the Victor Maier Scheinberg and Kenneth Cukier written in the "era of big data," wrote: big data refers to the use of all the data without the use of random analysis ( sampling) such a shortcut to analyze and process. The 4V characteristics of Big Data: Volume, Velocity, VaRiety and Value. In the past marketing research, researchers often use the sampling method to research the customer demand, and the demand sampling obtained in this way is also stratified and fuzzy, and can not accurately obtain the actual needs of customers. With the continuous progress of electronic information technology, especially the deepening of the application of big data technology, through the means of big data to accurately locate the potential needs of individual customers has become possible.

(II )Definition of big data of power supply enterprisesAfter establishing the relationship of supply and use of electricity with electricity customers, power supply enterprises will generate a large amount of data in the work of electricity billing, electricity inspection, load monitoring and quality service, etc. Not all the data are valuable, and we should select the valuable ones among them to establish a database. In addition, the establishment of the database is only the basic work of realizing big data, the most critical thing is to establish scientific and effective calculation and analysis methods, and realize the "value-added" of data through "processing". Big data valuable to power supply enterprises: 1. electricity sales curve 2. load curve 3. customer tariff data 4. user equipment information 5. customer demand information 6. customer complaint information

(3) big data construction can give the power supply enterprises to solve what problems 1. electric power industry, especially the power marketing industry is facing reform, how to obtain a first-mover advantage in the reform to seize a favorable position is the main problem of marketing innovation work needs to be solved. The main problem that needs to be solved in the innovation work. The establishment of a large database, effective processing and analysis of big data, the purpose is to point out the direction and focus of the power marketing work, put limited human and financial resources into the most effective work, master customer resources, so that customers can complete the payment of bills, inquiries and other electricity business more convenient and fast, enhance the customer's sense of end-to-end experience, so that the customer recognizes the power supply enterprises marketing work, and set up a State Grid in the minds of the customers. Solve the problems of internal management of power marketing. The implementation of big data work, the use of information technology means to guide the specific work of marketing, adjust the internal management interface, can effectively save the internal management costs and labor costs of power supply enterprises, freeing up more manpower and material resources to do the corresponding marketing management and marketing service work, change the current power supply enterprises in the marketing work of the work of the existence of "work, low quality" and other problems, the use of information technology, the use of information technology to guide the marketing work of the power supply enterprises. To change the current marketing work of power supply enterprises in the "more work, low quality" and other issues, the use of information technology means to improve the overall marketing management level. 3. solve the problem of power marketing development potential. After the establishment of big data, it is possible to obtain customer data in a timely manner, and can effectively analyze historical data, realizing the point-to-point contact from the enterprise to the customer, and laying a solid foundation for the future expansion of power marketing business and work innovation.

Four, big data construction to meet the potential needs of customers a few working ideas

Using big data to analyze the regional load growth, ahead of time, rationally set substations, switching stations, lines and cables, and other power supply equipment capacity, the number of intervals, as well as the type of model. For example, we can grasp the electricity consumption, load distribution and load growth of each household in mature residential areas, and through data analysis and mathematical modeling, we can scientifically calculate the overall distribution and growth trend of the load, combined with the design standards of power supply equipment, provide scientific guidance for the design of power supply facilities in new residential areas, and achieve precise control of the regional load balance.

Using big data to analyze the power consumption, load distribution, and time load of industrial users, analyze the economic operation cost of customers, look for the potential technical transformation demand of industrial customers, provide technical transformation basis and economic feasibility analysis for electric energy substitution, energy saving and emission reduction, and provide accurate and effective customers for the promotional work of the power supply enterprises in supply increase, electric energy substitution, and energy saving company's technical transformation work. Groups.

Through the use of big data analysis, you can determine the consumption ability of residential and business customers, consumption focus, for the State Grid a series of marketing strategy and advertising focus to provide accurate data support and help. For example, a family according to the different monthly electricity consumption can be divided into different levels of consumption, product demand is different, the State Grid Mall through effective advertising, can effectively meet customer demand, open the customer market; Similarly, a family's load growth can also reflect the changes in its consumption ability, for the load growth of the family can be recommended for some high-end consumer goods, for the load shrinkage of negative growth of the family recommend low-quality consumer goods Similarly, the rapid growth of a family's load can also reflect the change of its consumption ability. V. Conclusion in the face of power system reform, clear thinking is more important than the blind test, the terminal of power marketing is the customer, power marketing is the main source of profits of industrial and commercial customers with large electricity consumption, so that consolidate the basic work of marketing, to meet the potential needs of customers, customers to create value for the power supply enterprises really need to do things. For customers to supply good electricity is just the basic work, other power companies can also do, is the power marketing "buy point"; and only through power marketing innovation, to meet the potential needs of customers, create value for customers, in order to seize the power marketing "pain point". Marketing innovation has two ways, one is to provide customers with new products and services; the second is to reduce the cost of products and services.

In short, through marketing innovation, to meet the potential needs of customers, to create value for customers, to establish a deep marketing relationship with customers, is bound to achieve a first-mover advantage in the reform of the power system in the sale of electricity, consolidate market share.