Aviva has become the first UK insurer to publish customer claims reviews on its website.

The initiative focuses on car and home policies and is intended to give potential new customers an insight into its claims service.

Aviva research shows 73% of people read customer reviews before buying cars but only 37% before buying car cover; while 86% of insurance claimants say service reviews would be useful.

Marketing Director Heather Smith says customer feedback helps improve the service.

“Providing customers with a dedicated personal claim manager, for example, so they are kept fully informed throughout the claim is one of those changes.”

There are more than 1000 claims reviews on the Aviva website. Motor scores an average rating of 4.2 out of five, with home on 4.3 out of five.