Final phase of 'customer-centric management' initiative wraps up

Complaints down 30% in July-August versus first quarter

A sales manager at a Samsung Fire branch trains sales staff on complete-sales practices.
A sales manager at a Samsung Fire branch trains sales staff on complete-sales practices.

Samsung Fire said Thursday that it is running a "complete sales" campaign across its sales network to raise awareness of consumer protection.

The campaign is a program designed to let sales staff double-check the consumer protection steps required during insurance sales, such as delivering policy terms and explaining key contract details. Samsung Fire said it used AI-generated comics and songs, along with quizzes, to help employees learn consumer protection guidelines in an easy and engaging way.

"Through this campaign, we expect our sales organization to more closely examine the sales process from a consumer protection standpoint and prevent incomplete sales practices and customer complaints that could arise during the contracting process," a Samsung Fire official said.

The campaign marks the final stage of a three-phase "customer-centric management" initiative the company has pursued since 2025. The first phase targeted the consumer policy team, while the second phase covered employees across the company who handle consumer protection-related work, both through offline events. The third phase focuses on the sales organization, which has the closest contact with customers. With this step, Samsung Fire has completed a customer-centric management framework spanning every organization that interacts with consumers.

Samsung Fire also runs a range of its own programs to help embed a consumer protection culture. Chief among them is its "customer panel" system, which has gathered consumer feedback directly every month since last year. Last month, the company held the launch ceremony for its 39th customer panel. Panel members will experience everything from core claims services to the various supplementary services customers encounter in daily life, and propose practical improvement ideas.

The company is also shifting the focus of its consumer protection activities from after-the-fact response to advance prevention. Its consumer protection department now takes part from the product development stage, reviewing product structures, policy wording, contract-related documents and claims guidelines. Where there is a risk of customer inconvenience or complaints, the department works with related teams to prepare preemptive improvement measures.

In the same vein, Samsung Fire has been expanding cooperation with major general agencies this year to build governance centered on consumer protection. In July, the company signed an MOU with KGA Asset to strengthen financial consumer protection.

The company has also established clear criteria and procedures for suspending sales of products already on the market, allowing it to respond quickly if warning signs such as a rise in customer complaints emerge. It continues to work on improving systems and procedures to prevent complaints that recur repeatedly during business operations.

Samsung Fire's average number of complaints in July and August this year fell 30 percent compared with the first quarter.

"We are emphasizing the importance of preventive measures — identifying potential concerns and addressing them before they cause inconvenience to customers," a Samsung Fire official said. "We will continue to strengthen customer-centric consumer protection activities across the entire process, from product development to sales and claims."


kimstar@heraldcorp.com