Customer feedback needs to be simple. Simple for the customer to give. It might be hard for the organization to act an the feedback, but that is not the point. An example for simple, non-annoying feedback is NPS. It works well because it is so simple for the customer to give. Because NPS consists of two feedback questions, one which asks for a number, and one which asks for open feedback, you are likely to get a high response rate and thus better knowledge of what your customers think. FanExam is a free NPS tool for your website which emdodies this advice.