Listening to the SXSW podcast of the much-missed Kathy Sierra, I was reminded of her great invention - the WTF button.
If you're serious about improving your service, if you truly want to know what you're doing wrong in your business, you have to have one. Doesn't have to be a button, but there must be a conduit that lets your customers tell you when they're totally bemused.
Because if you don't, you've lost them. Not to mention any number of customers you never knew you had a shot at having.