This paper proposes a Customer Voluntary Demand Response (CVDR) program, in which the Load Serving Entity (LSE) caters coupon rebates to customers for demand reduction during peak pricing. With the implementation of CVDR program, LSE reduces economic losses during peak pricing and customers improve profits with coupon incentives simultaneously. Therefore, a bilevel programming for LSE and customers cooperative game is formulated in CVDR program. Karush-Kuhn-Tucker optimality condition and Big-M method are used to transfer the bilevel programming to a single level mixed integer linear programming problem. Numerical studies are examined with a residential and small commercial radial network. Simulation results unveil that the proposed CVDR program enhances customers’ profits, reduces LSE economic losses and realizes the demand for peak shaving. This work is supported by Youth Science and Technology Innovation Fund of Sichuan Province (No. 2017TD0009).