Samsung Fire & Marine Insurance Holds 'Perfect Sales Event' to Establish a Culture of Consumer Protection

Review of Compliance Items Such as Policy Delivery and Explanation of Key Details
Strengthening Preemptive Consumer Protection Measures from Product Development to Sales and Claims

Samsung Fire & Marine Insurance announced on September 10 that it is holding a ‘Perfect Sales Event’ for its sales field teams to raise awareness regarding consumer protection.

Samsung Fire & Marine Insurance agents receiving consumer protection training from the branch manager. Samsung Fire & Marine Insurance

The Perfect Sales Event is a program designed to give the sales organization an opportunity to re-examine consumer protection requirements, such as delivering mandatory policy terms and clearly explaining key details that must be followed during the insurance sales process. To make it easy and engaging for their employees to learn the rules of consumer protection, Samsung Fire & Marine Insurance has distributed cartoons and songs created using artificial intelligence (AI) and is conducting a quiz event as well.

In particular, the company produced the ‘WanpanSong,’ which encapsulates the key points of perfect sales, to encourage greater participation and interest among the sales force, and to help them naturally learn consumer protection compliance requirements.

Through this event, Samsung Fire & Marine Insurance expects its sales organization to thoroughly review the sales process from a consumer protection perspective and prevent incomplete sales and consumer complaints that could arise during the contract process.

This event is the final phase of the ‘Three-Stage Customer-Centric Management Initiative’ that the company has been implementing since last year. The first stage involved the Consumer Policy Team, the second stage consisted of in-person events for company-wide staff engaged in consumer protection work, and the third stage targets the sales force, which has the closest contact with consumers. Through this initiative, Samsung Fire & Marine Insurance has established a comprehensive customer-centric management system that encompasses all departments interacting with consumers.

Samsung Fire & Marine Insurance also stated that it continues to run a variety of in-house programs to help firmly establish a culture of consumer protection.

Notably, since last year, the company has been operating a ‘Customer Panel’ system each month to listen directly to consumer opinions, and last month it held an inauguration ceremony for the 39th Customer Panel. This panel will experience everything from the core insurance service of claims handling to a variety of additional services encountered by consumers in daily life and will propose practical suggestions for improvement.

Samsung Fire & Marine Insurance explained that it is shifting the focus of its consumer protection activities from ‘post-response’ to ‘prevention.’ The company’s consumer protection department now participates from the product development stage, reviewing product structures, policy wording, contract documents, and claims guidelines. For matters that may cause consumer inconvenience or result in complaints, the relevant departments are collaboratively developing proactive improvement measures.

Additionally, for products currently being sold, the company has established and operates clear criteria and procedures for sales suspension to enable swift action if there are signs of increasing consumer dissatisfaction. For complaints that repeatedly arise in operational processes and are preventable, Samsung Fire & Marine Insurance is working to fundamentally resolve them by improving systems and processes. As a result, the average number of complaints from July to last month was reduced by approximately 30% compared to the first quarter.

A representative of Samsung Fire & Marine Insurance stated, “We emphasize the importance of identifying and improving potential issues in advance, before customer inconvenience occurs,” adding, “Going forward, we will continue to strengthen consumer protection activities focused on the customer throughout all stages—from product development to sales and claims.”

This content was produced with the assistance of AI translation services.