I like how easy it is to add new fields, update existing ones or delete them when you don't need anymore! We use this service as part of our internal system for tracking time spent with clients at each stage within their buying journey - we are able to easily generate reports showing all client interactions so far that month (and by date). It has made reporting much simpler using simple Excel exports into summary tables which can be shared across multiple departments who only have access via email/password authentication etc.