I like best is that we can easily integrate with our CRM system (Salesforce). It gives us good insights about what customer wants to know more or less from their profiles. Also easy integration for mobile application development using SalesForce Mobile SDKs. The UI could be little bit better but its still usable nowdays when compared to other products out there! Easy customization by building custom fields which would help me track my customers' needs/requirements very closely as well keep them updated regularly regarding new product features they are looking at etc.