Groundhand:
Moving forward will take a lot of balls because every BA employee will have to look inwardly and ask themselves 'Am I delivering a better service more cost effectively than the competition?' The current answer is obvious.
Quite right Groundhand. The trouble is that the process has to be started from the top, and there would appear to be more than enough evidence that the Board and Senior Management can't and won't "walk the Talk" that goes with the sort of business transformation you are obviously talking about.....Perhaps if BA hired the CEO of Air New Zealand.....you know, the one that works on the check in and makes his senior executives load bags once a month so that they have an intimate understanding of the Customer experience.
....On second thoughts, that isn't going to work unless you get the Board to do likewise.