(Photo: AP)

Two years ago, a cross-functional team at American Family Insurance was asked to answer two simple questions: “How do storms impact our customers?” And “How can we better serve them?”

An initial finding was that customers were concerned about hiring a reliable building contractor to make repairs. But since another program was already focused on answering that question, the team pivoted back to something else customers frequently said during interviews: They wanted more information and guidance about the claim process after a storm.

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