I like that it is easy to use, has many options for customization as well all of my reports are in one place! The reporting system could be improved by having more templates available so you don't have to customize everything from scratch each time (such as adding new fields).
It's very user friendly with no training needed at any level - even if they're not familiarized w/ Excel or Access this tool can help them quickly get up-to speed without spending hours learning how things work behind closed doors within their organization.