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I used to rate them as a 5 on almost every aspect, but the one thing that has definitely degraded dramatically with WA in the past year is consistency. Where their network used to be rock solid, it seems to routinely suffer blips of short outages. Where bandwidth used to be rock solid, suddenly interesting shaping and prioritisation techniques are causing certain apps to break. (E.g. SSH connection drops; VoIP degradation.) This is notably bad on the new uncapped offerings. Billing and support isn't as hot as it was either.
How they can improve: Try restore that CONSISTENCY of service that they used to have 1 to 2 years ago. WA pricing is at a premium above many competitors. They need to decide whether they're going to continue charging premium pricing, in which case they have to deliver premium service (like they used to), or, if they're going to drop the ball on service and consistency, then they need to drop their pricing to match. Network stability needs attention because people do notice outages, even if they're only a few minutes in duration and oddball traffic management isn't compatible with premium pricing; keep it simple because you can never predict what applications clients are going to be running that break as a result of shaping. Finally, shaping local bandwidth is evil; don't do it! Even on uncapped services. Save the shaping for international. These are not cheap services.
In a nutshell: return to core values that got WA rated so highly in the past.