Maintenance for the week of January 12:
• [COMPLETE] ESO Store and Account System for maintenance – January 13, 9:00AM EST (14:00 UTC) - 12:00PM EST (17:00 UTC)
Lady I did this successfully for my guild quite a while ago, iirc I had to give them three new names choices. It was a quick process (back then anyway).
I filed a ticket and they responded. I had to give them my current guild name and 2 choices incase one was taken. I responded, I'm just waiting to hear back or see my guild name changed.