Here are two words that are quickly losing impact when they’re spouted by customer service people: I’m sorry.
It seems “I’m sorry” has become a scapegoat for businesses to say “we can’t help you”.
I don’t want to hear “I’m sorry” until some sort of affirmative action has been taken to correct whatever problem I have with your product/service.
Get the job done, then apologize for the trouble I had to go through to get what I wanted right. If you do it before then, it’s going to sound like an empty apology. And the chances are that’s what it is.