I give formal feedback to BA whenever and wherever it's justified. I am fed up getting copy & paste replies from CR where they state things such as "We appreciate your feedback. We're always reviewing our airport processes. We'll use your feedback to help us to improve our service" and "Please be assured that your feedback is already making a difference" and "I'm very sorry to hear that you're unhappy with our service, especially as you've been in touch previously regarding the issues you had when boarding, and our catering offering."

All of it counts for absolutely nothing if BA doesn't take action based on what its customers are telling it. On my most recent complaint (which was almost identical to the previous two) I had the usual copy & paste reply and a derisory offer of Avios as a service recovery gesture. That offer was 1/4 of what was given for the previous complaint. I wrote back and told BA that it wasn't good enough given that I constantly complain about the same issues and nothing ever changes! They replied and upped the offer to what I'd been given previously, stating that they "understand how strongly you feel about this."

However, I'd far rather BA improved their processes and that advertised benefits like priority check in and priority boarding were provided consistently irrespective of which airport you were at, what day of the week it is, and whatever other permutations get thrown into the mix. The same goes for onboard service where I get one level of service whereas my wife, sat next to me, gets something totally different simply because she's on the other side of the aisle and gets served by a crew member who couldn't give two hoots.

If BA provided what it advertises then I wouldn't need to complain, and I'd be a far happier person for that. I'd rather have the advertised service than the service recovery!