As a regular bus rider, my experience is the same as yours. Once recently I was standing at the bus stop as one of those Thai Smile buses was approaching. Because there was another bus stopped at the bus stop, the Thai Smile bus stopped just before reaching the bus stop. When the other bus left, the logical thing for the Thai Smile bus to have done was to just edge up to the bus stop where I was standing with my hand out indicating that I wanted to board the bus. But he just kept going without picking me up. It was extremely frustrating given that I had waited a half an hour for the bus already, and the next one wouldn't be around for at least another half an hour. Like you, I wanted to report this behavior to someone but didn't know where to report him.