Adhere to Presto, hire Customer Service Reps
I'd immediately prioritize the following:
1 - Create fare zones. New fares: To downtown: $3 from the outskirts of the city, $2 from West and East of the downtown core, $1 for riding within downtown or inside any of the 3 fare zones. This would require the adoption of PRESTO.
2 - Make customer service a requirement of any job where in contact with the public. Bus drivers, booth attendants, etc.
There are many great drivers who greet you, stop for you if they see you running, call out all the stops and local attractions.... but there are also many who never make eye contact, many don't even look at your metropass or transfer, are rude to you if you ask for directions and so on.
If you work with the public, you must be hired and trained to adequately and courteously deal with them. These workers represent the face of the TTC and their attitude and level of customer service should reflect that.
3 - End the practice of transferring "incapacitated" drivers to booth collectors at the same salary. Buy insurance to cover drivers' compensation for loss of wages when given a lesser paying desk job and allow the private insurance company to assess if a driver is fit to continue his or her job.
4 - Remove rude, lazy booth attendants and replace them with smartly uniformed Customer Service Reps.
i.e. Porter's flight attendants (both female and male):
They would be placed at subway stations helping riders with directions or any other inquiries and verifying transfers and they'd be inside the booths selling tokens, cash fares and metro passes.
They'd be paid commensurate with their job (customer service/cashier: $15-$19 p/hr).
Now imagine the TTC's aging, and rude public workers replaced by a team of youthful, friendly and knowledgeable (well trained) Customer Service reps dressed in a smart red uniform all over the city.