On the TOC side, I think it also depends on what kind of service the operator is providing. Whilst many things are shared, there will be other things that only apply to Commuter/long distance/regional TOCs.
Here are some lists from me;
Things that apply to all TOCs:
Well trained staff (polite, knowledgeable)
Lots of information given when things go wrong, including letting staff know.
An appropriate level of staffing at stations, manned ticket booths at busier stations, and lots of people on hand at major stations.
Clean trains.
Simple, clock face timetable.
Hold connections on important flows, where the connection is infrequent enough.
Clean stations.
All important information available at every station; timetables engineering notices, bus connections, local map, live departure board
Keep independent retailers at stations.
Have a good level of announcements, both on trains and at stations, making sure all departures etc. And delays are mentioned, but not notices about security, they are annoying.
Maintaining trains well.
Managing the number of carriages to demand, and remembering that demand does occur outside the M-F peak.
Bright interior to trains.
Buying good trains.
Clean toilets.
Sensible pricing structures, but with loopholes for enthusiasts ??????
Trains at least once every 2 hours to all stations
Long distance:
Large comfy seats.
Restaurant on certain trains.
Hot food available from a buffet on all others.
Commuter:
Appropriate trains
Trolley service on longer flows
No 3+2 seating
Running as many trains as possible during busy times