The simplicity of use for both internal or external customers. It's easy enough to train new users but also allows you to configure it as needed in order to meet your business needs. Their customer support team can be slow at responding when there are issues with their product (which happens quite often). I would highly recommend this software if you're looking into something simple yet powerful like an alerting system. We have used other similar products over time and found them lacking compared to what we were able to do using AT HOC ALERT!