Problem: Customer Service/Support
Billing/Account support, contacting customer support, getting GM help in game (etc.) is often times difficult or impossible. Sometimes you just never hear anything back. Reporting player behavior or ToS violations and GM responses/actions are also inconsistent. (Example: known botters operate for weeks on end before anything is ever done, but a player reported for insulting another player is teleported to jail within the hour)
Solution:
Probably not to easy for SE just yet, since the game isn't at a point that they can budget for more comprehensive support. However, past experience with SE on other titles would suggest they don't budget enough either way. Simplifying some aspects of the website and forms would also help (such as anything to do with billing).
Moving the Support Center button, and making it stand out more would be a good design move.
Hire more customer service representatives to the team to monitor the support forums and to respond to tickets. Having a live person respond to a request for help is much nicer than any automated response could ever be.