Welcome to Different Petal

Name of the business

A bit about me

Picture of founder Caroline Wells

Hello, I'm Caroline Wells. Thank you for visiting my website. 


For (almost)  three decades I’ve championed the consumer and employee voice. My background as a customer insight professional, complaints handling and consumer vulnerability expert across a number of industries has given me an excellent grounding in what makes for a good customer experience.

Formerly head of outreach and customer insight at the Financial Ombudsman Service, in 2017 I set up on my own to work with businesses and organisations as an independent consultant. 

I work with the Money Advice Trust as a Senior Subject Matter Expert (Consumer vulnerability and Customer Service), and in 2018 was appointed as a Commissioner to Energy UK’s Commission for Consumers in Vulnerable Circumstances.

I am also a member of the Money and Mental Health Policy Institute’s Advisory Board and an Independent Advisor to the Kent Police and Crime Commissioner, 

Along my career, I’ve led teams to win coveted awards, and in 2017 I was shortlisted for the National Centre for Diversity's 'Most Inspirational Individual Award'. Something I'm extremely proud of.

I’m a member of the Chartered Institute of Public Relations and Institute of Customer Service. Recognised industry-wide as a progressive customer service  professional, I speak regularly at events and have been known to make the odd appearance as an expert on BBC’s Rip Off Britain.

In 2018 - and in response to the demand for in-depth, effective and highly practical training on handling complaints - I co-founded CWSL Training Services with a former highly experienced FOS colleague.

A bespoke service


Every business is unique. And one size does not fit all.

I'll work with you to understand what you need, and tailor the service I provide - from consultancy and gap analysis reviews, to audits and training on areas such as: 

  • Vulnerable consumers
  • Complaints handling
  • Accessibility
  • Quality standards 
  • Customer insight
  • Outreach strategy
  • Public relations
  • Brand reputation


How to get in touch

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