Overview of the Case Study

Vietnam USA Society English Centers (VUS) – a leading English education system in Vietnam – has pioneered the comprehensive use of the Zalo ecosystem to redefine the student enrollment and care journey.

With target audiences being parents and students—groups already familiar with using Zalo in their daily lives—VUS chose Zalo as the central platform to run marketing activities, manage interactions, and digitize enrollment processes.

By leveraging tools like Zalo OA, Zalo Ads, ZNS, and especially Zalo Mini App, VUS streamlined operations while personalizing user experiences, boosting marketing efficiency and customer care in a more compact and intuitive way. Previously fragmented activities such as trial class registration, interactive games, and promotions are now seamlessly integrated into a single digital journey.

Zalo platform helped VUS to:

• Reach the right target parent groups without needing to guide them to install a new app.
• Track all user interactions from the very first touchpoint.
• Automate data processing, lead classification, and nurturing journeys.
• Increase OA and ZNS marketing effectiveness through personalized content.

Within a short period, customer engagement rose from 15% to 41%, quality leads increased fourfold, and internal data processing time was reduced by 30%. Zalo Mini App became a “golden touchpoint,” enabling VUS to personalize operations and achieve effective growth in a highly competitive education market.

“Zalo is where parents already are – we just need to engage them at the right moment, in the right way. The Zalo Mini App turns data into real actions, from marketing to customer care.”
— Trần Bích Ngân, Senior Digital Manager, VUS

About VUS

VUS – Vietnam USA Society English Centers – is one of the leading English language education brands in Vietnam, with over 70 centers nationwide. With the mission of “Empowering the future of Vietnam through English,” VUS continuously innovates its teaching methods, invests in technology, and expands its recruitment scale to deliver a comprehensive learning experience for learners of all ages.

Challenges and Opportunities

Operating at a large scale across multiple provinces with a primary customer base of parents—who often use Zalo but are reluctant to install additional apps—VUS faced several key challenges:

• Difficulty maintaining personalized engagement with thousands of parents each month.
• Offline activities weren’t fully integrated into the data system, leading to potential customer loss and campaign tracking issues.
• The registration, consultation, and customer care processes still relied heavily on manual steps, causing delays and inconsistency.

Recognizing Zalo as a “default platform” in the digital behavior of Vietnamese users, VUS saw this as an opportunity to build a seamless interaction journey—right where customers are ready to engage.

The Solution: Zalo Platform

From the outset, VUS and technology partner PangoCDP agreed that tech should not just automate processes but enable precise engagement—with the right people, at the right time, through the right channel: Zalo – Vietnam’s national app

Zalo became more than a communication channel—it became a place where users already are. The tight integration of Zalo OA, Zalo Ads, and Zalo Mini App created a zero-friction journey: no app installations, no complex instructions, no disrupted experiences. Parents can register for trial classes, play mini-games, and receive offers—all with just a few familiar taps.

VUS and PangoCDP co-built an interaction and automation ecosystem on Zalo, including:

• Zalo OA: 1-on-1 communication, personalized messaging, consultation support, and class reminders.
• Zalo Ads: Lead generation campaigns based on center location, children’s age, and interests.
• ZNS: Two-way messaging with 2.5x higher response rates compared to traditional SMS/Email.
• Zalo Mini Apps:

Lucky Wheel Mini App: Attracts offline users, expands online leads, supports live events.

Appointment Booking Mini App: Allows parents to select placement test time slots.

Super Kid Game Mini App: Builds emotional connection between children and learning centers.

Internal Mini App: Tracks staff performance at customer touchpoints.

“We’re not only reaching the right people but doing it at the right time—right where parents are most engaged. The Mini App bridges the gap between marketing and real experience.”
— Mr. Lee Nguyễn, CEO & Co-Founder, PangoCDP

How VUS Deploys the Zalo Platform

VUS starts with familiar touchpoints like supermarkets, schools, and outdoor activations—places parents naturally frequent.
Previously, trial registrations or game participation happened in isolation, making follow-up difficult. Now, with Mini Apps, every action is captured on the spot and synced in real time with the CDP system—making data not only complete but actionable.

• At supermarkets, schools, or booths: Parents scan a QR code and play a mini game directly in the Zalo Mini App—no installations, no manual data entry.
• Automated behavior capture: The CDP logs interactions (games, forms, offers) in real time.
• Smart follow-up: Personalized messages are sent via Zalo OA and ZNS—like test reminders, trial invitations, or special tuition offers.
• Self-scheduled consultations: Parents can proactively book placement tests, increasing conversion chances.
• User-friendly design: Simple interfaces improve experiences for both older parents and young children.

Once a foundational dataset is established, the next step is to keep the journey alive and personalized.
Together, VUS and PangoCDP redesigned the interaction experience through mini games and smart forms—replacing phone number input and OTPs with a few taps and permission-based Zalo auto-fill. It’s seamless, accurate, and eliminates duplicate leads—enhancing lead quality from the start, with little need for manual filtering.

What’s more, once the system has clean data, it nurtures leads on its own. Campaigns—from TMK and ASA to referrals—all share a unified data source, cross-connected via Mini Apps. Parents can easily return, update their info, or receive personalized follow-ups—all without re-onboarding. Each return visit helps the system learn more.

This is a smart, data-driven operating model: CDP is the brain, Mini App is the touchpoint, OA is the voice—The Master Channel is a multi-dimensional interaction toolkit, built with strategic scenarios tailored to each industry. At VUS, it’s executed with the brand’s signature excellence and precision.

Results

Key outcomes from VUS’s data-driven Zalo strategy:

• Lead quality via Zalo increased 4x, from 5% to 20%, by tracking and filtering duplicate entries from the start.
• Customer interaction rate via Zalo grew from 15% to 41%, thanks to the Mini App + ZNS combo, proving the power of the zero-friction journey.
• Data processing time dropped by over 30%, enabling faster marketing responses and better resource allocation.
• Parent satisfaction and return rates rose, as they received timely, personalized messages—such as follow-ups, trial invites, and tuition promotions—empowering quicker, more confident decisions.

About the Implementation Partner

PangoCDP is the direct technology partner that built and deployed the Zalo solution ecosystem for VUS. With deep expertise in CDP and user experience design on the Zalo platform, Pango worked with VUS to:

• Build interactive Mini Apps for each stage of the enrollment journey.
• Connect data across Mini App – Zalo OA – ZNS – Zalo Ads into a closed-loop system.
• Design dynamic behavioral scenarios (trigger-based) for personalized content by parent segments.
• Implement The Master Channel model—an integration of communication, data, and action to maximize conversions.

With a data–centric foundation and clear strategy, VUS and PangoCDP have co-created a digital transformation model for education—where technology not only enhances operations but also elevates the customer experience in a meaningful way.