I like that it's easy to use, not too complex but powerful enough if you need more power! It integrates well into our CRM system which makes life easier as we can see what has changed in each record without having two separate systems open at once (which would be required otherwise). The UI could do better - some of the changes are difficult or impossible from within this app because they're so granularly detailed. We've been able to track all kinds of things really easily using phires' version control features.