Weird thing that you complain about this game isnt a MMO and then you suggest to add visual stuff, loot and other cosmetic things. Indeed this is important for any game, such as progress brought those things for most games, its like a pre-requisite. But as you complain about MMO thing, this wouldnt make the game, at least for me, more MMO than today.
Improving customisation is cool, but honestly there are other elements that needs more attention, like MMO features. I mean: trading, alliance, more modes of PvP and PvE (like dificult levels), and I would suggest more dinamyc to PvE (like bosses, roamming bandits and NPC patrols etc.). I also wanted to see others armies and cities, but Devs already told us this is not possible to implement.
I also want to remember that this game is a MMO RTS, not MMORPG, so the strategy elements should always be on first priority. The game, imo, lacks some aspects of strategy, like advantage positions (mountains that you could climb and hold to take an advantage, rivers, woods to hide, narrow passes etc. - look at Medieval Total War II) in army vs army mode. Also, sometimes I ask myself if the level feature is good or ruin the game, since it took off the strategy and make you win because your troops are leveled, since I dont trust 100% on the balance of matchmaking system.
Anyway, customization is important but its not what makes and game a MMORTS.