Alan Ranger — VP Marketing, NiCE Cognigy
Published:
What we’re seeing more and more is people measuring by outcome. So, they’ve actually thrown away all of the traditional measurements, because they were there for the measurement and performance management of human advisors… The classic one is average handling time. It really doesn’t matter anymore how long it takes because it doesn’t cost any more to have an AI agent having a 10-minute conversation as it does, you know, having a 30-second one.
What does Alan Ranger say on The Agile Brand with Greg Kihlström?
Alan Ranger, VP Marketing, NiCE Cognigy, says: An interview with Alan Ranger, VP Marketing at NiCE Cognigy, arguing that customer engagement is shifting from conversational deflection to action-oriented, agentic AI that executes tasks and integrates with backend systems. Ranger discusses how AI should augment human agents, how success metrics must shift from efficiency measures to outcome-based measurement, and how persistent, personalized messaging can create direct-to-consumer relationships and first-party data.
From: The Agile Brand with Greg Kihlström
Cite as: Alan Ranger. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/alan-ranger-what-were-seeing-more-and-more-is-people-measuring-by-outco