Are you listening to "Voice of Customer"?

With the popularity of Six Sigma, Voice of Customer became the buzzword in the corporate world. The concept of voice of customer was so easy that even top executives could understand and apply it.

Voice of customer is listening to the customers needs and adapting the product/service to accommodate those needs. However, lately I have seen that the customer needs go unheard and business continues as usual.
I was returning my rental car a couple weeks ago and the lady at the counter asked me "How was everything?" My response was "not good" and I told the lady about the problems I had. One of the tires was running low so I had to check the tire pressure, the heater did not work properly. The lady said all these problems were related to the car and not with the service. I was stunned by her reaction. I managed to tell her that isn't the car part of the service and as a customer shouldn't I get a reliable, clean vehicle accompanied with good service?

Here I was sharing my experience as a customer and all the rental company agent should have done is listened to me and then act on it. Instead the customers voice was totally ignored and business continued as usual.
Many businesses today ignore what customers are telling. Are such businesses really listening to the "Voice of their customers"? It will be interesting to see how these businesses perform in the future.