I got crowns and I need a reason to spend them. I will buy new content when it comes out. That's the obvious thing, so get crackin' ZOS.

Other than that obvious one, which I know the devs are working on, I'd like to see three things:

(1) Race/Faction/Gender change and character makeover options. ZOS would make bank with this.
(2) More bank space for crowns instead of gold -- but don't start increasing junk drops to encourage sales. Inventory management is already a PIA, so you would make tons of cash with this, too.
(3) XP pots to level alts. I've already done the grind, so let me level up my alts a bit quicker. I don't think it's p2w, though some people do.

I'm a pvper and I like the world. I don't care about cosmetic items and pets, so I won't spend crowns on that stuff. There are probably other players like me looking for a reason to sub and for stuff to spend crowns on.

Anything else ZOS could reasonably put in the CS that you'd like to see?