The ability to create one-to-one relationships with customers, as well as being able to track their journey through my store from order placement until they receive it in hand is very useful! I dislike that there isn't an option of creating custom fields or adding new ones when you're using this software - but maybe thats just me? It's also not possible at all to add images into emails sent out by your customer service team (which can be quite important). This has been helpful so far because we've created more personalised experiences which have improved our conversion rates across multiple channels including email marketing campaigns.