The ease in which I can create my own forms as well as edit them once created. There are many options for customizing templates that would be difficult otherwise to do with other companies. Also the customer service at ExPress base was excellent - very friendly people who were helpful in every way. Some minor things such as not being able to add different fields or columns for data entry but this could have been avoided by doing some research into what's possible before purchasing. They also don't mention it anywhere so you'd need to ask when signing up for their services. ExpressBase helped me improve our customer service department tremendously by creating automated surveys/forms that allowed us to easily track, respond, and analyze our metrics so we can continue improving without wasting time collecting data manually each month from customers.