For more information, visit ReviewTrackers.com Case study sustaining trust-based relationships This insurance company has built an excellent reputation on its hallmark ability to develop trust-based relationships with customers and policyholders. It consistently identifies and embraces opportunities to sustain these relationships, and to increase consumer trust levels in an industry typically perceived as lagging in that department. (An IBM survey shows that lack of consumer trust in insurance providers has remained above 50 percent since 2007.) In 2014, the company sought to address an important trust factor that had a powerful influence on purchase behavior: online reviews. It realized that consumers depended on reviews not only to select restaurants and hotels, but also to guide

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