Tony Cottee says West Ham's players must start taking responsibility for the club's bad start to the season after their 3-0 defeat to Southampton.
Slaven Bilic's men have lost five of their first six top flight games for the first time in the club's history and have conceded 16 goals in that sequence for the first time in 49 years.
That comes during problems arising from their move from the Boleyn Ground to the London Stadium, which has seen a number of crowd issues at the new venue.
While Cottee understands the teething problems, he maintains one area Bilic's players can make a difference is on the pitch.
Asked if the present situation can get any worse for West Ham, Cottee - who scored 115 goals for the club over two spells - told Sky Sports Now: "I don't think it can. I was at the game yesterday and I don't think we've got long enough to discuss what's wrong at the club.
"It's pretty much a full house at the moment. I do feel a little bit sorry for Slaven Bilic - I think Slaven did a great job last year.
"The start they've had is completely different this year but I do think there comes a time where players have to stand up and be counted.
"Some of the defending yesterday was absolutely shocking. They never, ever looked like they were going to score a goal.
"With the third goal, why let the player turn? Michail Antonio let the runner go and you had [Alvaro] Arbeloa and [Angelo] Ogbonna on the floor. It was just a catalogue of disasters.
"The players have got to take responsibility. You can't keep blaming the manager, you can't keep blaming the move to the new stadium. It's the players that are on the pitch."
West Ham made 10 summer signings and despite only three leaving, a number of injuries have added problems as the likes of Andy Carroll and Aaron Cresswell have been sidelined.
Cottee is also yet to be convinced all of the new additions are right for West Ham and thinks a more home-grown approach might work better.
He added: "I know there have been new players coming in, some of which I don't think are going to be good enough, but they've got to get their heads together.
"They've got to work out a formation and a system that suits them and get the right players in. Perhaps they need to get a few more British players in.
"There seems to be a few foreigners at the moment. Do they really understand what it means to the club?
"You saw the fans yesterday - there was hardly anyone left at the end of the game and it doesn't look good for the club at the moment."
For many West Ham fans, leaving the Boleyn Ground - their home for 112 years - was a wrench and some have pointed to that as the main reason for the difficult start to 2016/17.
Cottee, however, thinks that is an excuse and said: "It's a new challenge for everyone. I actually like the stadium - I think it's great and I think going forward it is the right move for the club.
"There's no going back. You can't harp on and say 'If only we were at the Boleyn Ground' - they're not at the Boleyn Ground any more.
"They're at the London Stadium now and we've got to move on but I think what happens is when visiting teams come to the stadiums, it's a new experience for them.
"They raise their game and in particular with the London Stadium, it's like going to a cup final venue. It's like going to Wembley or the Principality Stadium in Cardiff.
"Teams will raise their game and that's going to be an issue. You can point to the new stadium and make excuses and it's about time the players took responsibility and sorted things out."