We analyzed 1 075 reviews about Aviva Insurance

How can a multinational insurance company get more satisfied customers?

Aviva is a multinational insurance company, headquartered in London. The company is the largest general insurer in the UK and it has more than 30 million customers in 16 different countries.

We thought it could be interesting to see how customers talk about the largest general insurer in the UK. To analyze this, we took 1 075 reviews about Aviva UK, posted on TrustPilot and ran them through Gavagai Explorer.

Here are 4 things we learned!

“Payment” is the most talked-about topic, mentioned in 34% of the reviews. The topic has been talked about consistently over time and it seems to have a negative impact on the grade.

The topic “Wait” has an average grade of 1,22 / 5, which is lower than the average grade of all topics (1,48). It is often mentioned together with “Called” and “Payment”.

The topic “Customer service” has a slightly higher grade than the average of all topics: 1,61 / 5 compared to 1,48 / 5. However, it is often mentioned together with “Poor” and “Worst”. The topic occurs in 26% of the reviews and for the last five years, the topic has been talked about consistently.

Reviewers who mention “Car insurance” seem to give a higher grade than the average of all topics: 1,95 / 5 compared to 1,48 / 5. When “Car insurance” is mentioned together with “Tesco”, it has a particularly large positive impact on the rating.

What can we tell from this?

The average grade for Aviva is quite low. Our quick analysis shows some important topics that are correlated to a lower grade. Several customers mention long waiting times – both in terms of telephone service and payments. 

One thing that customers seem to appreciate is car insurance, especially if it is mentioned together with Tesco. We looked closer at this and found out that in 2013, Aviva agreed on a deal with Tesco Bank where they provided private motor insurance to Tesco (the supermarket chain) customers.

Although “Customer service” seems to have a slightly positive impact on the grade, we could also see that it is often discussed in a negative way. Our suggestion is that Aviva looks further into this to see how they can get more satisfied customers.

Want to try this kind of analysis on your own data?

Gavagai Explorer is free to try
(no credit card needed) and works in 46 languages.

Gavagai is a Swedish language-tech company using advanced AI to help businesses analyze text and feedback – so they can understand their customers better. Spun off from the Swedish Institute of Computer Science, our Word Space Technology has grown and improved over 20 years, and our research team has published more than 400 academic papers.