It all shambles. I work for a big IT/Network company. The thing you do in a transformation is to study the customer journey from explore and buying until checking out. You want to make sure that you don't forget any aspect of operation and customer experience as you do your transformation. One area of transformation might impact others you might have not thought about. BA has done the worst in that it focused on cost cutting everywhere without assessing the impacts. That's why they are not able to provide BoB at LCY, a decent meal in Y on flights to DME and Duty Free sales in Europe. Cramming more seats, reducing galley space, insistig on everything needed to be paid in ET has lead to operational difficulties and falling customer ratings.