more mmorpg elements, deeper longlasting crafting, real playerhousing zone, with houses to put down and move around a large social map, decorations for this as well.
more quest content that deepens the lore of the world and reuses all zones in new interesting ways. better storytelling through these as well so we are not a main character in a mainstoryline, instead let the stories be local in scope and have the story include a party in its cinematics.
add dialogue options, good, bad or neutral endings to quest chains.
make ingame faction switching possible through various questline endings.
make pvparena and bg honor gear use stats that can not be used in pve, instead use these fixed pvp sets to balance pvp without breaking pve.
world pvp can be unbalanced as it should be.
to much to ask for? problably.
so maybe just make wow2?