The biggest thing they need to do is shut down the chorus that screams for the game to be anti-WoW, but in doing so, screams down ANY change that even sniffs of WoW.
Yes, it's fine to not be WoW. But people forget that many core MMO improvements were popularized in WoW and are good things. Some things this game needs to do in general
1) Accessibility of content: If people can't access your content on a larger scale, then it may as well not exist. Dungeon and Arena Fight orbs are big standouts here, at least as currently designed. No one wants to grind for hours to craft an orb that is only good for a single dungeon run and their watermark system discourages people from using this valuable resource. Make them buyable for a reasonable amount of faction tokens (and just tokens, no gold) would be my suggestion.
2) Cross Realm / Server Grouping instanced PVP (Outpost Rush): Outpost Rush needs an inter-server matching component. Smaller servers sometimes only see a single OPR a day. Make some coding so that if the # of people queuing on your server is under some number, then it automatically pools you with other lower queue servers to get people into matches
3) Add some type of FF14 style Custom Deliveries/Leve Quest system for crafting - limited usage during a given week/day system where a player can gain a decent amount of crafting or gathering XP for less materials cost than just straight up grinding - acts as a natural catchup mechanic and improves daily login metrics if they care about that
4) Scaling non-instanced content that rewards the boost in difficulty: If they want to boost elite difficulty based on the # of people running the content, then they need to boost the rewards to match. The problem is they have the "less loot drops the more people there are" mechanic running, while at the same time boosting mob difficulty a lot. Reward people for running shit together and reward the takedown of harder enemies by improving loot quantity and quality.
5) Diminishing returns on CC in PVP - why this doesn't exist, I have no clue. It turns every group PVP fight into the "who can stun the most people for the longest". This is especially compounded in wars.