Big Airlines is an excellent airline in many ways, but they are nearly all inside the aircraft. Yes, there is the occasionally snotty cabin attendant, and maybe a snotty pilot as well, but overall I believe the flying staff are excellent: they really try and do a good job. Fundamentally, an excellent team.
Where it goes wrong is outside of the aircraft. The lost baggage example is a case in point. Why be so mean and miserable about it. When the flying staff are demonstrating a touch of class, who are the nameless ones usdoing all the good work?
Also, who is responsible for the fiasco that is Terminal 4 arrivals, with delays getting off the aircraft sometimes up to an HOUR! Anything less than 10 minutes and you feel lucky. Go to nearly every other airport in the world and you would expect to get off the aircraft within 5 or 10 minutes of touchdown. Not at T4, and it is often BA arrangements that are the problem.
There is a real gap between the good and inept at BA, and Willie really ought to be sorting out the inept first. Maybe he is doing - we shall see.