Logging an order, refund, booking or escalation used to mean typing the customer’s name, email and phone number again every time, even for someone you deal with weekly. Worse, a single typo in the email created a second record for the same person, and their history then sat split between the two with nobody able to see the whole of it.
All four forms now start with a search box over your customer list. Type a name, an email or a phone number, pick the person, and the record is attached to them. If they are not on your list yet, add their details there and they are added to it when you save. Every customer also has their own page now, showing their details, your own custom fields, and everything they have ever ordered, booked, been refunded, escalated, called about or sent you as proof — in one place instead of six.