I try to get ppl to play CW often.
Reasons they tell me to not play this wonderful mode:
"I don´t want to sit in a que that long."
"I play Public - need to grind CBills and XP."
"Do we have a 12man? I am sick of getting stomped by premades all the time."
K... and many just tell me the mode sucks... but I think this is rooted in the reasons above.
Waiting times got improved by PGI by introducing more transparency and Call to Arms.

Stemming against MWOs Elite I often end up with less than I could earn in a Public match... this could be changed.
There should be an incentive for PUGs to bear with getting stomped.
Some reward for holding the line being vastly outmatched by premades for example.
50LP per Premade the other side has more than the own.
One could as well (or instead) make it CBills... 20k per Premade.
When I get rolled by Lord and RJF at least I would get compensated for the frustration... this would also make CW a solid Grindingground for PUGs as well... not only for the big Premades.
Many complain about Mercs changing factions regulary. I know Units who only take up 7Day Contracts... this thread shows the big rewards stemming from this strategy.
Contractpayout could increase for longterm service - why shouldn´t loyal players get better pay?
We do get more LP but apparently that isn´t enough - Houses/Clans should have an interest in keeping relyable Units/Mercs.
5% extra CBills for the second week, 10% for the third, 15% for the forth, 20% thereafter... as an example.