Looking at the operation as a whole and not just self serving I'd put up the following as major MAJOR issues
1. Fix the call centres. Yes it will cost money but you will make money by spending money. Waiting any more than a couple of minutes for someone without status is unacceptable in any world. Regular wait time reports for some of HOURS is outrageous. Sort it.
2. Website. Spend the money to get it right. The more online services you provide that work, and work consistently will lead to the less demand for the call centre in the first place (see above). All those annoying "glitches" many of us have to put up with should just not be there. Work with Amadeus to resolve them, or move to a platform that can do what you want to offer to your customers.
3. Related to above but proper award availability for partners.. all of them... I should not have to call for QR or numerous others to be available. If AA/BA etc can offer them up, why not QF?
4. The inconsistency in product (onboard, online, ground) delivery is a joke.. beyond a joke. Sort it out.
- nice but not critical core issues imo
5. Food. Perry has had his time in the sun. Get someone else. And possibly rethink the domestic J experience (even agreeing that in general it's lightyears better than comparable routes elsewhere)
6. domestic lounge dress codes - get rid of it. focus on behaviour of members and guests rather than what they are wearing.
7. Transparency when booking. Show us the bloody booking classes please before we book. (and fix the SC earn for multi city/partner flights to actually be accurate)
8. If you don't/won't fly there, don't penalise QFF members for flying your partners in terms of earn. Earning on MH/QR/CX and others I'm looking at you.
I am sure there are others but there's only a day