So I replied to the BA Exec Club explaining how they seem to have "missed the plot" to which I received this reply:

Dear Mr Balewne

I am sorry you had to write back to us.

Please contact your dedicated Service Centre, where one of our agents will be able to assist you. Their contact details can be found at:

http://www.ba.com/servicecentres

I hope this gets resolved swiftly for you.

I'm glad they gave me a "solution" but would've also preferred that they said that what I'm attempting can't be done online. I'm impressed though with their quick replies, but they're not as quick as this board!