I can't answer your first question re LGW-PHX, but I have flown a couple of times on 747 with the new seating recently. On the 747 the window seats are rearwards-facing. I find them a huge improvement on the old seats, and I get more sleep, even though I am 6'3" and the beds are only 6' long.
The one major problem I have with them (and this applies to some extent to the First Class as well) is that when you have the bed flat I find that the "walls" around you, while good for privacy, really hinder the airflow and I have to get my head up above them regularly to get more oxygen. One of the biggest errors in all the new First/Business classes in my opinion is the removal of the individual air vents. The only one I know which has kept them is Qantas.
The new Club World also feels very crushed in, particularly on the main deck of the 747s. It pays to look at the seat map and try to get one of the few seats where you can get in and out without clambouring over anyone. Generally this means the front most forward-facing (aisle) seat or the backmost rearward-facing seat in each section of the cabin. Examples for the 747 include (upstairs) 62A, 62K, 63B, 63H, (downstairs, in "high-J" config) 20A, 20K.
The BA First (I have a feeling my experience might have been before the latest "tweaking" of this) is pretty good, in that the beds are longer and wider and have a much more spacious feel. The service is very attentive. The food is better than business (and the champagne is Krug <img src="smile.gif" border="0"> ) but not the best in the air by any means. You also get the personal video player, although not noise-cancelling headphones. BA First is still some way short of Cathay First (the new one) in food quality and friendliness of staff, although I guess it is personal opinion - if you like slightly formal, "upstairs, downstairs" type service then you will like BA.