With the broadening of Green's Foods product portfolio, the consumer relations department faced a more demanding and varied range of customer requests, questions and feedback by phone, Web, mail and fax.

The company also wanted analysis capabilities and selected Heat from FrontRange Solutions.

Barclay said Heat supported Crystal Reports and involved very little training.

"We can now analyze calls from a volume perspective, such as the number of complaints we receive per thousand products sold, and compare these results to actual sales for reporting purposes," he said.

"For example, we found customers were having problems with the packet instructions for microwave popcorn. Using an analysis of feedback we changed the instructions to minimize consumer concerns."