I agree, they need to do a major reach out to players to try and get them back. They also need to throw in updates and permanently raise the credits per match to reduce the grind. Also I think readjusting the market prices would help. Coating prices are probably fine, but emblems and decals are pricey for things you really dont see in game at all. Also they need to show the captain outfits more to entice people to buy those.
I'll also add: more retrofits and make them about 1000gp instead. Players LOVE customization and better priced it is the more they will spend. I cant tell you how much I'd love a Saab Draken inspired retrofit for my JA destroyers. Some more T2 hero ships at 1000gp would also be nice as for that cost players can get a coating and parts for cheap at an early stage. Currency conversion should be reduced too. Adding in different colors for engines/thrusters is also something players want.
Ive said it before, but visibility and constant updates for an online game are key. Look at Rocket League and Star Trek Online and its multiple updates during the week. Granted this doesnt have the fanbse as those two but thats also how you get it.
The community events were key and they need to do those again. Further bring back twitch drops; people will watch to get free stuff which in turn makes them want to play more and then spend more.