Privacy notice

Who we are

This website is run by Applied CX Science Ltd, trading as the Institute of Applied CX Science, a company registered in England and Wales (number 16998100), registered office Suite 7143a, 60 Tottenham Court Road, Fitzrovia, London W1T 2EW, United Kingdom. We are the controller of the personal data described here. Contact: ahmad.samir@appliedcxscience.com.

What we collect

Only what you type into a form: usually your name, email address, organization, role, country and your message. The Friction Worksheet keeps its figures in your own browser and sends nothing, unless you choose to send your working paper with the form on that page.

Our web host keeps standard server logs (such as IP address, the page requested and the time) for security and to keep the site running.

With each form, our form handler keeps: what you typed, the page you sent it from, the time, a coded form of your IP address (used to limit abuse), and whether the message looked automated. These are kept with the message for as long as we keep the message.

Cookies and tracking

This site sets no cookies and uses no analytics, advertising or tracking services. If you switch between the dark and light themes, your choice is remembered in your own browser's storage and never sent to us.

Why we use your details

• To reply to your message, application or enquiry, and to take steps you ask for before any agreement (legitimate interests and pre-contract steps).
• To send you the papers, course link or cohort details you asked for (consent, given with the tick box on that form, which you can withdraw at any time by replying to any of our emails).

We do not sell or rent personal data, and we do not use it for automated decisions about you.

Where it is kept and for how long

Form messages are delivered to our email account and a copy is kept in a private file on our web hosting provider's server. The Institute is run from Egypt, so your details are read and handled from Egypt as well as stored by our hosting and email providers. We keep enquiries for up to two years after our last contact with you, and list sign-ups until you ask to be removed.

Mailing lists

If you ask for white papers, the course link or cohort details, we email you only about that. Every email can be stopped by replying to it.

The credential register

When the Institute issues a credential, the holder's name, the credential, the date of issue and its status are published on the credential register, so that anyone can check it. The holder agrees to this when the credential is issued.

Your rights

You can ask for a copy of your data, ask us to correct or delete it, object to our use of it, or withdraw consent, by writing to ahmad.samir@appliedcxscience.com. If you are unhappy with how we handle your data, you can complain to the Information Commissioner's Office in the United Kingdom (ico.org.uk) or to the data protection authority where you live.

Last updated 2 November 2026.