Samsung Fire & Marine Insurance Inspects Sales Operations to Ensure Proper Sales and Strengthen Consumer Protection

[Financial News] Samsung Fire & Marine Insurance is conducting a “Proper-Sales Campaign” for its sales operations to promote a culture of consumer protection. The initiative aims to prevent mis-selling and customer inconvenience during the insurance contract process and strengthen the company’s consumer protection capabilities.
Samsung Fire & Marine Insurance said on the 10th that it had prepared a program to inspect compliance with proper-sales requirements across its sales organization. The program is designed to help employees review consumer protection procedures that must be followed during the insurance solicitation process, including delivering policy terms and explaining key contract details.
To encourage employee participation, the company also prepared AI-generated comics and songs, along with quiz events. In particular, it produced “Wanpan Song,” a song about proper insurance sales, to help sales staff learn consumer protection guidelines easily and naturally in the field.
The campaign is the final stage of Samsung Fire & Marine Insurance’s “Three-Stage Customer-Centric Management Initiative,” which began in 2025. The first stage targeted the Consumer Policy Team, while the second focused on employees responsible for consumer protection across the company. In the third stage, the initiative was expanded to sales personnel who meet customers directly.
Samsung Fire & Marine Insurance is also continuing its own programs to establish a consumer protection culture. One key initiative is its customer panel, which has been operated monthly since 2025 to gather customers’ opinions directly. In August, the company held the launch ceremony for its 39th customer panel.
Consumer protection is shifting from post-incident responses toward prevention. The consumer protection department participates from the product development stage, reviewing product structures, policy terms, contract documents and claims guidelines. It also works with relevant departments to proactively improve issues that could lead to complaints.
Customer complaints are also declining. According to Samsung Fire & Marine Insurance, the average number of complaints in July and August this year fell by approximately 30% from the first quarter.
A Samsung Fire & Marine Insurance official said, “It is important to identify and improve potential risk factors through preventive measures before customer inconvenience occurs.” The official added, “We will continue to strengthen customer-centered consumer protection activities throughout the entire process, from product development to sales and claims handling.” 

[email protected] Hong Ye-ji Reporter