I’ve noticed some reps apologize five times in one email. It feels disingenuous. Do you think there’s such a thing as too much apology when handling sensitive issues?

Absolutely. There’s a fine line between empathy and over-apologizing, and that’s well explained in this article: https://hackernoon.com/effective-strategies-for-handling-sensitive-issues-with-customers. At SDG (Social Discovery Group), we train staff to offer a single, meaningful apology up front, then switch to problem-solving mode. Multiple apologies dilute the message and make you seem unsure. We’ve seen far better customer retention when we combine clarity, a single honest apology, and proactive resolution. Don’t say sorry five times—just say it once and show you mean it.