When apologizing to a customer, you should never do what?

Apologizing for the business, or your manager, can undermine trust and credibility in the customer relationship. When you take responsibility for someone else's actions, it may come across as unprofessional and can shift the focus away from the accountability that needs to be addressed. Customers are typically looking for a resolution to their issue and a personal acknowledgment of their concern.

In contrast, apologizing for your own mistake, the situation, or the delay demonstrates empathy and personal accountability, which are essential in customer service interactions. This approach helps build rapport with customers by validating their feelings and showing that you are committed to providing a satisfactory resolution. By keeping the focus on your own actions or the immediate circumstances, you ensure a more constructive dialogue, which is more likely to lead to a positive outcome.