At one place I worked we had a two-person support shop. We would claim time and again that this or that affected customers or made support hard. The devs would pick and choose what was fun to work on. I ended up leaving and the other guy went on a prearranged month-long vacation. Everyone else had to pick up support (~5 devs) for a month, and I'm told that they had so much trouble with the normal support load that development actually stopped for that month. Apparently when the other guy got back, they started listening a bit more to his concerns, having had a taste of what happens on the pointy end.
In a similar vein, there's a wine distributor where all employees spend their first week half on the phones and half in the packing department, to give everyone a feel of what the core function is and what customers complain about. The guy telling me said that everyone gets the treatment, except the new CEO, who got away with only doing a day rather than a whole week.