The ability to create custom fields that are not available in other systems. Also, it's easy to use! It has been super helpful for me as I am constantly trying new things with my customers' programs. Nothing really. It's very user friendly. If you're looking for something simple and affordable, this system will do just fine. We've used ABM Loyalty since we started our business about 4 years ago. They have helped us manage all aspects of our loyalty program including marketing materials, customer surveys, rewards and more.