The ease of use, the flexibility, the ability to customize the application to meet our needs. We have been able to make use of the tool to improve our business processes, and we have been able to customize the tool to fit our needs. The development team has always been responsive and willing to work with us to find a solution that works for us. The tool is easy to use, and the support team is always willing to help. I have been able to track all of the leads that I receive from the website, and I can easily see the status of the leads.