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https://www.which.co.uk/news/2019/08/best-and-worst-brands-for-customer-service-in-2019/
We did a market appraisal before choosing a supplier for our building. I've never been a customer but the Which? report is pretty damning and when we approached people directly who are current customers 7/10 rated their customer service experience as 1/5.
I have no personal experience with their consumer product though. They're actually pretty shit hot for corporate fiber.
The only downside to Virgin is what happens if something goes wrong.
Which? have them rated as literally the worst company for customer service in the whole UK. If it works its great. If not, you're fucked.
As you say, service quality is much of a muchness between the conventional openreach infrastructure ISPs.
Plusnet and Zen have by far the best reputations for customer support so either of those would be my recommendations.