Despite massive marketing investments in websites, mobile apps, and social networking channels, 21st century customers hop from site to site and product to product faster than ever before. Efforts to harness them and turn them into customer advocates are falling short. With search, social networks and daily deal sites, the numbers show that chief marketers are fighting for their customers’ time, attention, and loyalty. The result of this engagement crisis: More than 50% of customers are completely inactive in loyalty programs. Marketers need a new way to recognize, influence, and reward valuable behaviors that shape customer advocates who will be both active and loyal for years to come.