Does Your Customer Have To "Figure It Out"

We are traveling as family this week and are enjoying the snow and skiing in Vail, Colorado.  We are staying at a resort that prides itself on service (the resort will remain nameless) and it had a few operational flaws with regard to ski rental service that reinforced my notion of operational surveys.  Several people (10 new customers) in the course of the 1 hour we were there expressed dissatisfaction with the process and specifically the lack of one to get your ski gear rented and onto the slopes. 

When I asked the Manager about the matter he replied "oh, we get that comment all the time."  Obviously, I replied "then why haven't you done something about it?" He said "people figure it out."  Does your business assume that your customers will "figure it out" or are you proactive about reviewing feedback (ideally this type of feedback could show up on customer surveys on a quarterly basis) and fixing operational flaws to improve customer satisfaction and ultimately improve bottom line results? 

If not, it clearly hurts your customers perception of your business and will more than likely affect sales and credibility.  What operational improvements have your customers demanded lately?  They might not always be right but they must always be thoughtfully considered instead of turning a blind eye to them.