Farmers Insurance has made some organizational changes it says are aimed at improving its customer experience.

Tim Madden, former head of the company's Bristol West subsidiary, becomes personal lines chief product officer, tasked with "driving initiatives to maintain profitable growth and raise customer retention."

In addition, Chanda Sperry, former VP of Farmers Direct Services, takes on the role of head of service operations for the company. Reporting to COO David Travers, Sperry's "commitment to customer satisfaction will help her drive continued success in leading customer experience enhancements at Farmers," the company says in a statement.

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