PracticeConsulting(Capgemini) – The cap doesn’t always fit

(Capgemini) - The cap doesn't always fit

Accountancy Age is fond of writing of the importance of perception and another example arrives. Capgemini admitted last week that it risked losing a client when it worked under the brand name 'CapGemini Ernst & Young', due to its client's link with the accountancy firm of the same name.

An executive admitted a client ‘was not happy’ working with CGE&Y because the client was audited by E&Y, despite the fact there was no connection between the two firms. He also conceded that shareholders had held similar concerns, due to the damaged image of the accountancy profession. A perception issue perhaps, but it hardly mattered.

Capgemini has now dropped the E&Y moniker. But the lesson should serve as a useful reminder for others. Never dismiss a problem as a perception issue.

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