Getting fare collection OFF the buses and out of the hands of the drivers would work wonders in attitudes. Drivers need much more training then simply driving, they need a people skills/charm school. This is not to say all drivers are bad or angry, simply put, they need to understand they are the face of JTA to 10,000,000+ passengers a year. Small cash, and gift incentives for compliments received would also go a long way to making a much friendlier transit agency.
Those who vend or sell JTA day passes (IE: NO fare collection on the buses) would also receive 25 cents for every pass sold.