I travel a lot to the USA, and previously travelled AA, because of the extra leg room in cattle, and the better loyalty scheme, which allowed me to get more miles, even when travelling BA, and much easier to use for upgrades, and without limits on total flights. It is also easier to pick your seat in advance, without cost.
I now am back with BA, and finding it better overall, but still miss the ability to get an upgrade close to the flight date, rather than just at booking, and the ability to choose which flight I take by reviewing the seat availability prior to booking. Two simple changes that would so improve my customer experience
The booking website