When handling a customer complaint, apologize and mean it.
And here are some additional thoughts on this topic…
This is often hard especially if you did not cause the problem. When you apologize in this situation you are not necessarily taking blame for causing the problem. You are apologizing for the customer having a bad experience. Put yourself in their shoes. Be sincere.
An apology is a bridge-builder. It can mend a broken relationship faster than anything else. And it shows the customer you are willing to take responsibility for helping them get what they want. This helps them move past anger to a solution.
Pay attention to how you (and your colleagues) apologize to customers. Are the apologies sincere or just going through the motions? How would you feel if you were the customer? Would it move you to a resolution?