Windscreen claim rejected

Being a loyal customer for over 20 years I am totally ****ed off with their claims approval department and the reason they rejected my windscreen claim. Explaining to them that I travel on a grave road daily, windscreen cracks happen regularly. Trying to tell them how I tried to safe by not claiming for each and every little thing and that I drove with my windscreen in its condition for over a year, but due to this winter, the windscreen cracked much worse to a point that I needed to repair it. Reason for them to reject my claim, it happened too long ago! Really, must I claim each and every time I get n Crack on my windscreen? Check my claim history! I do not claim unnecessary!