What makes an airline great? Definitely the service on board. For me it’s fundamental that the flight attendants make my journey relaxing and cheerful. When I fly business class in British Airways, not only I often get free upgrades to the first class cabin (I am a gold member of their loyalty program after all), but I also often get to enjoy the a nice smile or joke from the cabin crew.
They really do value customer satisfaction: as I am a geek and I love to use technology on board I was always really annoyed by the fact that I had to stay offline even when on the ground.
British Airways has recently updated its regulations regarding iphones, ipads and your music: you can keep your headphones on – even during take off and landing.