Angry customers expect apologies, right? Certainly, at least one time. Many agents apologize three, four and five times on a call.
So what is the best way to handle this?
The best way to handle an apology is to provide the client with a single, genuine apology. Well I do apologize for your frustration, is not genuine. Mr. Jackson, I am really sorry that happened to you, is a genuine apology.
Next, apologize specifically. Im really sorry that you had to wait on hold so long, will tell this client that you truly understand his/her grief. After that, do not apologize again. Multiple apologies will frustrate a large percentage of customers and remind them of the original problem.
Apologize genuinely and only once, and your customers will calm down and start having a real dialogue with you.