Apology to the customer. Is it necessary?

I have read this blog post advising some essential beliefs [Kate Nassers (the author) point of view] to deliver a “Super Customer Service Experience” [here]. I can agree with most of the list, with some less.

There is this statement:

“A sincere apology is the quickest way to repave the road of customer trust”

I know that in most cases it works, but why one need to be there in the first place? Pay attention to the customer complaint. Listen! Don’t hear! , see my post “It is all about listening [here].

Empathic listening is the way the supporter needs to listen respond to the customer’s complaint for mutual understanding and trust. Once the problem was understood you can start handle the case.

When case is being escalated to the next level of support, there is no need to apology as well; you can use a statement that will soften the customer, i.e “your case was escalated to me for investigation. I have read the case and I can see that….”

Apology will be used as “doomsday weapon” when you don’t have any solution for the problem.