The concept of customer expectation management is introduced into the power marketing and power supply service management of power grid enterprises, and customer expectations are fully realized by guiding customers to set reasonable expectations, fulfilling the service level promised by enterprises, and strengthening power supply service management. How to achieve it, let's take a look!

1 Overview of power marketing and power supply services

Power marketing and power supply services of power grid enterprises provide customers with power products, services and related businesses in the form of electricity and labor services to meet the needs of users' life and production. The power supply service of power grid enterprises can usually be divided into four parts: service support, business service, customer satisfaction and service quality. Service support includes power supply and electric energy metering, which is the basis of business service for power grid enterprises; Business services include fault repair, power outage service, telephone call service, electricity inspection, business development and installation, power demand side management, electricity fee verification, etc. , and business services are customer-centric; Customer satisfaction mainly involves customer service management, which is customers' specific perception of power supply and service quality of power grid enterprises; Service quality includes environmental quality, functional quality, technical quality and perceived quality, which is the concrete embodiment of the service level of power supply enterprises.

The power marketing power supply service of power grid enterprises has four characteristics: intangibility, difference, non-storability and non-separability.

(1) invisibility. Power commodities are intangible and can only be expressed by other indicators such as voltage, frequency and waveform.

(2) Non-storage. Once the power output is formed, it cannot be stored. The production, supply and sale of power commodities must rely on transmission networks at all levels, and power grids become the carrier of power transmission. Power grid quality plays an important role in the quality of power commodities.

(3) publicity. Power commodity is the basic economic guarantee for social and economic development. Power failure will cause instability in social and economic life, and all economic units and members of society can use electricity as energy.

(4) measurement particularity. Electricity commodities must use electricity meters to measure the transaction volume, and the measurement of electricity meters is the main basis for both parties to collect and pay fees, and it has also become the focus of attention of both parties to electricity commodity transactions.

First of all, the invisibility of power supply service. Invisibility is the most prominent feature of power supply service. Power supply service is different from products and has no specific attributes such as shape, color and weight. The power supply service provided by power grid enterprises is intangible and can only be measured by customers' perception. Secondly, the difference of power supply service. The power supply service lacks a unified and accurate measurement standard, and it is difficult to accurately define the quality level and composition of the service. There are some differences in the service quality provided by service personnel with different attitudes, qualities and abilities, and the service quality provided by the same service personnel under different environmental and physical conditions, which leads to significant differences in power supply services provided by power grid enterprises. Third, the power supply service cannot be stored. The power supply service is instantaneous and cannot be changed once it is provided. Finally, the indivisibility of power supply service. The production and consumption of tangible products are completely separated, while the production and consumption of power supply services are unified. When the power supply service personnel provide services, customers are already enjoying power supply services.

2 power supply service management in power marketing

The expectation of power customers is the expectation of power customers for the product quality or service level provided by power grid enterprises based on their existing cognitive experience. Customers' expectations for power marketing and power supply services of power grid enterprises include both rational expectations and irrational expectations. Reasonable setting and management of customer expectations can effectively improve the satisfaction of power customers, establish a good corporate image and improve the efficiency of enterprises. Generally speaking, the customer expectation of power grid enterprises in power marketing and power supply services can be divided into three levels. First of all, the basic expectations of power customers. The basic expectation is the level that customers think that power grid enterprises must provide services and services must reach. Providing basic services by power grid enterprises will not increase customer satisfaction. If power grid enterprises do not provide basic services, it will immediately lead to customer dissatisfaction. For example, accurate electricity charge copying and checking service is the basic service that power grid enterprises must provide. Accurately collecting electricity charges will not increase customer satisfaction. If the electricity bill is charged incorrectly, it will immediately cause customer dissatisfaction. Secondly, the price-related expectations of power customers. The level of customer consumption expenditure determines the level of price-related expectations. The higher the consumption expenditure, the higher the customer's price-related expectations will be. The more power grid enterprises can realize customers' price correlation expectations, the higher their satisfaction will be. At present, government departments dominate the formulation of electricity prices at all levels, and customers have less freedom to choose prices. However, customers of industrial enterprises have high expectations for power supply-related services of power grid enterprises, such as power outage service, safety inspection service and demand side management service. Third, the value of power customers meets expectations. Value for money to meet expectations means that customers expect to get extra satisfaction and benefits. Power grid enterprises do not provide such services in power supply services, and customers will not be dissatisfied; Once the power grid enterprises provide such services, customers will be very satisfied. The satisfaction of customers' expectation of exceeding value will significantly improve customer satisfaction, for example, giving certain discounts to customers who pay quickly will significantly improve customer satisfaction. The expectation of power customers is influenced by many factors. Rational consumers' consumption decision-making is a rather complicated psychological process, including the screening and analysis of consumption decision-making information. Usually, the information of consumption decision comes from the following aspects: individual factors such as customers' personal needs, physical and mental characteristics, consumption ability and social status; Temporary strengthening factors and permanent strengthening factors that affect customer expectations; Commitments made to customers in marketing activities such as advertising and publicity of power grid enterprises; Implied commitment provided by power grid enterprises; Word-of-mouth information of products or services of power grid enterprises; Previous purchasing experience of power customers, etc. These information factors largely determine the expectations of customers. Power grid enterprises should directly or indirectly influence customers' expectations on the basis of fully considering the above factors. First of all, the direct way. Power grid enterprises use direct marketing methods such as advertising, personnel promotion and publicity to publicize the service concept and commitment, fully display the service level and promote the formation of customers' good expectations. Second, the indirect way. Power grid enterprises can influence customer expectations by improving employees' service attitude and service environment. The guarantee provided by power grid enterprises to customers shows the service quality of enterprises and directly affects customers' expectation level and purchase behavior.

3 power customer expectation management

In power marketing, power grid enterprises should strive to meet the reasonable expectations of customers, so as to improve customer satisfaction and enhance the competitiveness of enterprises. Therefore, it is very necessary to guide customers to set reasonable expectations and effectively manage customer expectations on the basis of understanding customer needs, so that the product quality of enterprises is equal to or higher than customer expectations.

(1) Meet all customers' demands for power products. When customers use electricity, they not only require safe electricity use and stable voltage, but also require thoughtful service and appropriate price. Operators should consider customers' demand for power products and implement the overall product strategy.

(2) Meet the changing needs of customers. The customer's demand for power products will not stay at the same level forever, and it is constantly changing. Operators should understand, study and adapt to this change and provide new products and services that customers need.

(3) Meet the needs of different customers. Customer needs have their own characteristics, so effective market segmentation is needed to understand the needs of consumers at different levels and obtain better economic benefits.

In order to achieve these goals, customers should be reasonably guided to set expectations. Power grid enterprises should inform customers of the power supply services provided by enterprises, let customers know what services they can get and what services they can't enjoy, and avoid setting too low or too high expectations for customers. Power grid enterprises should guide customers to set the expected reference standard, which should be the best standard among state grid enterprises, not their own standards. Secondly, appropriately constrain customer expectations. Power grid enterprises do not properly restrain customer expectations, which will lead to the long-term failure of power supply services of enterprises to keep up with customer expectations, thus causing customer dissatisfaction. When customer expectations are too high, it is difficult for power grid enterprises to effectively meet them, which will lead to a decline in customer satisfaction, which is not conducive to enterprise development.

After guiding customers to set reasonable expectations, power grid enterprises should fully meet customer expectations, improve customer satisfaction and cultivate loyal customers. First of all, in power supply service marketing? what can I do? Customer expectations. Secondly, fully communicate with customers. Communication can not only reflect the sense of responsibility of power grid enterprises, let customers feel the serious attitude of enterprises, but also know the expectations of customers in time. Third, fully fulfill the power supply service commitment. Power grid enterprises must fulfill their service commitments at the specified time and place. Once the service promise cannot be fulfilled, it will lead to the extreme dissatisfaction of customers. Fourth, the power supply service is constantly innovating. Through continuous innovation, we will provide value-added services to customers and continuously improve customer satisfaction.

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