None of these are new. AA, UA, and DL have all offer roughly similar features and do so 24/7. Calls are routed based on phone number of FFP number and thus it does not matter whether a general member calls AA's EXP line, he will still be routed to a low priority queue.
All of this needs to be coupled with more online functionality. Ticketing is rules based and rules are programmable.
The standard FT bashing of BA management regarding spending does not apply here. This is about making a modest investment to actually save money. The longer staff spend on the phone dealing with simple tasks which have been automated in the rest of the world, the more staff are required, the more it costs and the larger the problems.