To be honest as someone who doesn't fly regularly and who doesn't have FF I will fly BA if they are cheaper than the competition. Now that BA are going 30" with recline I should imagine it is less comfortable than easyJet with no recline particularly the new slimline seats. That coupled with the fact that catering is often a packet of bird seed with no options to purchase anything is pretty poor compared to easy/Norwegian and you have to pay more for a bag with BA means ill only fly them if they're cheaper (and they often are). Up until a few years ago I'd have happily paid £20-£30 more to fly BA. Now it's just not worth it especially when competitors have better allocated seating policies.
Where do they go from here? Well the service has been cut to the bone and is very similar to an LCC. So from a customer perspective I'm not sure. As an airline they can cut their cost base to remain competitive.