I will add to this. I flew BA F on a 77W from Tokyo a few weeks ago, for the first time. The service was very good and the seat comfy, but frankly J flight on SQ and Qatar recently FELT more First Class.
Small things matter. In BA F, the slippers offered were far too small, for average size feet. On SQ J class, they offered different sizes of slippers..,.and suspect their average passenger has smaller feet that a BA flyer..
And my pet-hate cut back by BA – no teaspoons in the lounge, so you cannot even make a decent cup of tea. They give you those pathetic plastic sticks that are hopeless at squeezing the bag or stirring the sugar in.
If there is one thing BA needs to get right from a service element it is being able to have decent cup of tea in the lounge, but no, BA accountants have made sure you cannot..
I have just become Gold with BA but my eyes are lurking at other products..