English is arguably the most important language to learn. As the language of business, education, science, technology, travel, international communication and the Internet, it is certainly the most useful language to learn, with an increasing number of adults around the world taking lessons to gain proficiency.

In Indonesia, the leading provider of English language education for adults is Wall Street English Indonesia (WSE-ID). WSE-ID is the Indonesian franchise of Wall Street English (WSE), the world’s foremost English language training network for adults and corporate clients, which was established in 1972, is currently present in over 30 countries and has served more than 3 million students. Within the global WSE network, however, WSE-ID has gained a reputation as being the most innovative and forward-thinking of all WSE franchisees.

WSE-ID began operations in 2007 with the aim of helping Indonesians get ahead in life through the use of English. To date, it counts over 50,000 alumni across the country. While the company has been very successful in helping Indonesians speak English with confidence, communicate effectively and avail themselves to the opportunities that English proficiency brings, it became necessary to adapt to a more competitive environment and an evolved local customer demand. 

Therefore, in 2017, WSE-ID embarked upon a journey of major transformation, one that required an overhaul of its entire business model. From being just a language provider that sold English courses, WSE-ID made the strategic move to offer a lifestyle-based experience to its students with the sale of “memberships”, facilitated by the use of technology. If one thought WSE was already offering students an immersive experience, WSE-ID was able to show that by thinking outside the box, something that was already working well can be made to work even better. To pull this off, however, required changing the mindsets and study culture of Indonesians as well as significant digital transformation, from the back-end to sales and marketing. Not only was WSE-ID prepared to take on these challenges, it went on to successfully overcome them and implement the changes.

Under its revised business model, students are offered a number of membership plans and options:

1. WSE Club – provides members online and offline access to its classes, resources and services, including Encounter Classes (semi-private classes), Complementary Classes, Social Club, Chat Hour (conversation master class), WSE Community, Digital Learning Platform with multimedia lessons and digital workbooks, and many more. Members can also visit all WSE centres and branches in Indonesia and take advantage of exclusive areas at the centres, namely the VIP lounge.
2. WSE X – provides offline-only learning and access to services that are available at the WSE centres, such as Social Club, Chat Hour, Complementary Classes, WSE Community and other centre-only events. With the focus solely on offline activity, online classes and digital products are not included under this membership.
3. WSE Go – it stands for Wall Street English Goes Online and is the latest addition that was launched in response to the COVID-19 lockdowns. It provides flexible, effective and 100% online-only classes and services that guarantee unhindered access to learning. Members are eligible for lessons, Encounter Classes, Chat Hour, Digital Learning Platform and all other products that can be delivered online. It does not include offline classes and services or provide access to the WSE centres.

Both WSE Club and WSE Go are available with VIP options that provide one-on-one private classes with a dedicated VIP coach, more flexibility with schedules and invitations to exclusive online events.