When I worked customer service, our policy was to always apologize for any issue that lead to the call. One day I read some HBR article about a study where problem-solving focused language, v. the standard apologetic approach, lead to higher reported levels of customer satisfaction even if the issue ultimately wasn't resolved.

Tried it - it really did seem to work. Had a few discussions with the call quality person about it and made my arguments - they didn't agree, but couldn't help noticing I was the one getting positive feedback v/ms left with management and service quality surveys about.

YMMV, could easily see an environment where you'd get written up for just 100% ignoring the policy and doing something more effective. At the time I had a "I'm going to do exactly what I think is right, until I get fired over it" mentality, and and in many respects was very lucky I didn't.