The measure of any company is how they perform when things go wrong, not when everything goes as it should.
We all expect everything to be tickety-boo all the time, but the reality is that, whatever our business ethics, things go wrong from time to time, despite our best efforts. That is true of every business in the world, including my own.
But when things go wrong, businesses have a choice about how to deal with the problem, and it is that on on which their reputation is built. Take Axminster as a woody example. They are big; ok, not by multinational standards, but by woody standards, and they have an enviable reputation for customer service. That is built on a combination of not just fulfilling orders, but in the way they put right their inevitable quota of problems.
In my experience, BT would do well to take a leaf out of Axi's book. They are at opposite ends of the spectrum.
S