ELC’s journey towards streamlined European banking

The Estée Lauder Companies (ELC) set out to change its European banking landscape and one of its first goals was to reduce its banking relationships in the EMEA region from 32 to two. The task required a rigorous request for proposals (RFP) process to select the banks. Writing more than 200 targeted questions for the RFP, with guidance based on Zanders' experience in this area, enabled the company to make a clear decision.

Born Josephine Esther Mentzer, Estée Lauder was raised in Queens, N.Y., by her Hungarian mother, Rose, and Czech father, Max. The name Estée was a variation of her nickname, Esty. In 1946 she and her husband, Joseph Lauder, officially launched the company and, almost 70 years on, the company still has an entrenched sense of family history. The Estée Lauder Companies Inc. is one of the world’s leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. Its products are sold in over 150 countries under brand names including Estée Lauder, Aramis, Clinique and M•A•C.

As part of its growth cycle, in 2009, the company appointed an outside CEO – Italian business executive Fabrizio Freda. Since then, the company's net sales have increased from $7.3 billion to $10.97 billion in 2014. This growth cycle has necessitated a more efficient, streamlined way of managing cash flows.

From 32 to two banks

ELC's European operations cover 23 countries, had 32 banking relationships and approximately 200 bank accounts. This had several implications, including inefficient centralization of cash, increased counterparty risks and difficulty in implementing host-to-host connections. The set-up also meant there was less than optimal control and management of excess cash, as well as an opportunity to gain greater efficiency in payments and statement processing. Hence, ELC identified the need to significantly rationalize the number of cash management banks and bank accounts – so the 'Pan European Bank Structure Project' was born.

So how did the company approach the vast task of streamlining almost 200 bank accounts and its numerous banking relationships? It was decided that two or possibly three pan-European cash management banks should be selected. The project involved implementing a centralized liquidity structure for excess cash with a zero-balancing account (ZBA) structure.

Success is in the preparation

The first step of the project was an extensive request for information (RFI) project, which lasted 18 months. The company’s international treasury centre (ITC) began by gathering information from ELC's many affiliates in the region and then broadened the research to include current best practices for banking and cash management. Executive director for European treasury and accounting at ELC's ITC, Bart Taeymans, says: “During the RFI process we wanted to reach out to and learn from our relationship banks that participate in our revolving credit facility as well as other major banks. We were looking at what might be possible and wanted to learn best practices on how companies can manage cash in Europe.”

The RFI looked at all possibilities, from the best way to obtain a report on all balances, to ways of pooling or centralizing cash management in each country. It was a vital information-gathering stage to prepare specific, targeted questions for the RFP. Towards the end of the RFI, ELC invited Zanders to come on board to provide input for the next phase – choosing a long-list of banks for the RFP based on the RFI responses. Taeymans, who joined the company in early 2007, says: “Having a consultant next to you when you are learning about best practices is extremely useful. Banks will give differing opinions according to their abilities and strengths. Zanders provided a neutral view in that process of understanding best practice.”

Five banks were selected to participate in the RFP. “Zanders guided us from a structural perspective – they had the required knowledge and knew what questions to ask, as well as how to score and evaluate the replies. That definitely helped us – but it's not something you can completely outsource, so a lot of work was definitely involved internally,” notes Taeymans.

An eye on the road

Prior to starting the RFP process, ELC also developed a five-year strategic roadmap for treasury. “Zanders was helpful in putting that in place. The consultants' knowledge on treasury best practices helped us draw up a detailed plan on how to integrate treasury systems and processes more efficiently,” says Taeymans.

We wanted to learn best practices on how companies can manage cash in Europe

The treasury roadmap looks forward three to five years. The first step was to set out ELC's current position in relation to its peer companies and best-in-class treasury models. The second step was to decide where the company aimed to be in five years and to establish its short- and long-term priorities and objectives. A gap analysis of the current situation and the desired outcome was valuable in understanding what needed to be done. Finally, the roadmap set out a phased approach to implementing the sub-projects needed to achieve the goals.

Ask the right questions

A great deal of detail was provided to the banks at the RFP stage – something that many of the banks said they appreciated. The RFP document itself covered 39 pages and included more than 200 questions. As renowned author and professor Clayton Christensen once said, “Without a good question, the answer has no place to go.” This underlines that the preparation and drawing up of the questions is really a key stage in ensuring a positive outcome for the RFP. Taeymans notes: “The more information you provide and the more detailed the questions, the better the responses you receive from the banks. It's about letting the banks know how we operate.” It then took about six weeks from October 2013 to November 2013 to receive the responses from the banks.

ELC used a Six Sigma methodology to score the responses – an area in which Zanders was able to provide experienced guidance. The carefully weighted scoring allowed for banks that were the best fit for the customer's requirements to be differentiated in key areas, while responses to certain questions that did not meet ELC’s core requirements meant that a bank could be ruled out completely.

Hugh Davies, associate director at Zanders, was closely involved in this stage of the project. He explains that the Six Sigma methodology enables companies to have a consistent approach to evaluating and scoring complex data, providing a clear frame of reference which is particularly needed when several people are involved in assessing the RFP. Davies says: “This scoring methodology provides a completely objective, robust and defendable set of results. This is important if anyone – a bank or senior management – later ask questions on how the results were obtained.”

Following the evaluation of the RFP responses from the banks, a round of queries and responses clarified any outstanding issues, as well as further meetings with the banks where they could present their proposed solutions. Following that, reference calls with some of the banks' existing clients with similar requirements were made and the short-listed banks' operations and service centers were visited to validate certain aspects of their proposals.

A strategic view

As has been witnessed recently, some banks have been rationalizing or closing down their cash management operations completely, so it was also important to understand the bank's longer-term plans for its cash management business. Taeymans says: “We wanted to understand the bank's approach to practicalities such as pooling, accounts, implementation, contingency, data reporting, etc., but we also had an eye on its strategic vision of cash management. It's important to understand the strategic motivation from senior management at the bank, in the region and beyond. We gained an understanding of this from speaking to many different people at the bank, up to senior levels.”

It’s important to understand the strategic motivation from senior management at the bank, in the region and beyond

It was only in the very late stages of the selection process that negotiations on pricing began with the selected banks, while those that were not chosen were informed and given detailed feedback on the strengths and weaknesses of their proposals.

ELC reached its decision in April 2014 and finally, out of five short-listed banks, BNP Paribas and Citibank were chosen. What clinched the deal? Taeymans says it was very much based on the Six Sigma scoring method and the two best performers were chosen. However, the overall relationship was an important factor and services were allocated according to each bank's strength in particular regions.

Satisfying results

But far from being the end of the project, the bank selection was just the beginning, and in April 2014, the implementation of the pan-European bank project really began. Taeymans says: “Since then, Zanders has been involved on select occasions, in particular with workshops for affiliates because they know how banks operate in certain markets.”

You need to involve your people, including legal, local finance teams and IT

Some of the lessons learned from the project so far include getting early involvement from stakeholders, including the affiliates, as well as IT, legal and accounting departments. Taeymans adds that, when 23 countries are involved, one shouldn't underestimate the time needed for legal and documentary matters. He says: “You need to involve your people, including legal to help with documentary requirements, as well as local finance teams. I myself am definitely not an expert on some of the technical details regarding the file formats needed to integrate with SAP – so that is where cooperation with IT really is key.”

While more work lies ahead on ELC's treasury roadmap, the Belgian ITC can for the moment feel content with its achievements so far. Taeymans says: “It's fair to say, when you see the migration taking place, that's satisfying. It's great to see a workable solution within the company that is the result of a project that is steered from within treasury, but has impacts on affiliates and their financial departments, who all have other priorities. It's very satisfying to see the benefits for the whole company – monetary benefits but also a more efficient process.”

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