Just to chip in in a related manner. I am currently moving my flying to BA from EL AL, having been in the top tier of their frequent flyer programme for 10 years. On my last flight I had a number of issues which needed sorting out: at the phone level, at the checkin, and on board. In all of the cases was I treated as a highly valued client, even though I was a lowly blue member (now bronze, and on the way to silver). None of the BA staff who were so helpful had any idea that I was likely to be a Gold member within a few months but that didn't make any difference to them.

No question that BA seem to put the customer first, at least in my experience.