Are they trying??
A consistent message on pprune, and on flyertalk is that the BA service standards are just too erratic. One trip can be brilliant, another can be awful.
This is down to the management.
Some Companies have trained their staff to always do whatever they reasonably can to help customers. Some Companies have transformed the impact that staff have on their customers. BT and British Gas used to be awful always - at least now the individual who comes to your house from those companies tries, (most of the time).
BA themselves stepped up their service standards in the early 90s with two programmes - often referred to as PPF1 (Putting People First) and PPF2. Either the CEO or the Chairman either openned or closed every programme. Maybe BA need to do this all over again - and then simply fire any CS"D" whose team do not reach the required standards.