I've always had a problem with the "Handling Customer Complaint #2 Apologize Immediately" thing both from a customer service rep and customer stand point. As a rep I really don't like to apologize for something someone else did or didn't do. It seems like a cheap get out of jail thing. I've always been a fix the problem person. I've found that if I listen to the issue and fix it fast there is no reason to apologize. Customers that complain demanding an apologize are more than likely looking to get a bigger, better deal out of you. I don't give in. If I did it then I'm more than happy to apologize. From a customer stand point I hate when a rep apologizes for something their just now hearing about. To me it sounds like empty lip service and they're looking to either empress their boss with how great their call resolution is or they're looking to get you off the phone faster. This pisses me off and is the quickest way for me to escalate a call just so I can yell at their supervisor. I'm kind of an asshole like that. If a company is so big on making a rep apologize for something they didn't do then maybe the C-suite crowd should take calls and see how it feels to get yelled at 8 hours a day for shitty pay. I was a call center rep for 3 years with a cell carrier. It's the whole reason I work in a non-customer service field now. Sorry to go on a rant. Customer service should be punishment for J-Walking or littering or something.