Just as an update to my situation - I spoke to customer services on the phone again (I believe I even spoke to the same lady!) and she upgraded my 1.0 service account within a couple of minutes, over the phone, no questions asked. I logged into Mog Station while we were on the phone and my Service Account 1, which i've had through 1.0, ARR beta, early access and launch, is now finally a Collectors Edition account with the items applied etc.

Finally, a happy ending!

Pumkun, I hope you've been able to get through today on the phone and make sure if they offer to send you a code, have them apply it as there is no way to apply it yourself in Mog Station.

Thanks everyone who's tried to help or offer advice within this thread