The Role of Internal Audit in Building a Strong Customer Experience

Abstract

This study aims to clarify the role of the internal audit function, which is considered a key oversight and governance mechanism that assists the Board of Directors in independently and objectively assessing the company's activities to ensure the improvement of the customer’s experience. This is considered one of the main company's objectives and priorities over the next three years, especially when the mobile operators companies have reached the same maturity level in the market in terms of products and services portfolio. By following the International Professional Practices Framework standards (IPPF) as a reference, we conducted an audit engagement of an important department that has a direct impact on the customer experience and is considered a bridge between the customers and Ooredoo (The company). Failing to respond or meet customers' expectations may result in a negative customer experience, casting a negative light on the company, and pushing the customers to swap to other competitors. These factors drive companies to develop innovative strategies with the aim of easing customers’ life, transforming their journey and building a sustainable/positive customer experience. In this engagement, we assessed the achievement of objectives included in the company strategy for customer experience by evaluating and monitoring the design and effectiveness of internal controls implemented to mitigate the identified risks in the customer service department, and we made recommendations to improve the customer experience and enhance the customer service performance.