Aviva has introduced online ratings and reviews from those who have recently bought a home or motor insurance policy with the insurer. It is working with social and e-commerce outfit Bazaarvoice on the service. New customers are sent an email shortly after purchase inviting them to write a review and give a rating for the product and service they received. Customers can give a rating out of five and write a short review which may then be posted on the website (if it is deemed ‘constructive’).

Heather Smith, director of marketing at Aviva, says: “Whether they’re buying a book, kettle or TV online, people are increasingly seeking the reassurance of others before purchase. Online customer reviews are now commonplace and a key part of the decision-making process for many people. We wanted to help customers in the same way and improve our overall online experience and we’re delighted to introduce this service. We want to give new customers more information about the service they can expect to receive from us as well as identify areas where we can improve our customer service in future.”

Aviva has been testing the new service and has so far received over 700 reviews. It says that the average motor rating is 4.6 out of 5 and the average home insurance rating is 4.5 out of 5.

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