What do they need to do to turn the tide?
My suggestions would be:
Drop the God damn boring, three year long (WTF) Authority garbage. Seriously, they wonder why people are tuning out? Watching Stephanie emasculate everybody is tiresome as hell: how are people supposed to get behind the tough wrestlers exactly?
Stop putting old guys like Kane in the main event spots. He has been around for 15 years for the love of God!
Use wrestlers people care about. Look what they did with Daniel Bryan for the longest time before they had to use him. He was booked to work that great Mania against Sheamus for God's sake.