Breaking the Script: Why Customer Support Needs to Ditch Insincere Language

I'm on the phone, waiting on hold, and every 2 minutes, I hear the words...

"All our agents are busy right now. We apologise for any inconvenience this may have caused".

I instantly feel relief. Wow, they've apologised for the inconvenience.

Said no one ever.

"I don't think companies realise that, as customers, we're hearing the exact phrases for the same empty apologies repeatedly, and it's not making us feel any better."

This trend of apologising (i.e. not being sorry) or skirting around the issues by naming them an "inconvenience" is a growing trend in customer support, whether in tech, hospitality, or medical care.

Isn't it time we were honest with customers? If I'm being unreasonable, then tell me. If you're wasting my time but didn't mean to, tell me why.

These robotic scripts are starting to rub me up the wrong way.

I don't think companies realise that, as customers, we're hearing the exact phrases for the same empty apologies repeatedly, and it's not making us feel any better. This is starting to impact customer trust and satisfaction.

The same phrases seem to be seeping into every crevice of customer support. But how did this happen?

Let's take a look.

What Does Insincere Customer Support Language Look Like?

Let’s talk about customer support language—specifically, how to spot when it feels insincere.

Have you ever noticed how some companies seem to avoid saying “Sorry” or skip making a real emotional connection? Instead, they rely on stiff scripts and hollow apologies that don’t feel genuine. Sound familiar?

This isn’t just a minor issue—it’s showing everywhere, from tech and hospitality to healthcare. But why is this happening? And how can we recognise it?

Common traits of insincere customer support language:

• Avoiding apologies: Instead of a heartfelt “We’re sorry,” you might hear vague phrases like “We regret the inconvenience.” It’s polite but lacks real ownership.
• Robotic responses: Many replies feel copy-pasted, making connecting with the person on the other side hard.
• Lack of empathy: The interaction feels cold without genuine acknowledgement of the customer’s frustration or concern.

This trend has created a gap between customers and businesses, eroding trust and satisfaction. In this section, we’ll dive deeper into why this happens and share tips for recognising and addressing insincere language. Let’s unravel what’s happening—and maybe even figure out how to do better.

Here's a few overused phrases you might hear (or even use yourself without realising it 😳):

• "We sincerely apologise for any inconvenience this may have caused you."
• "If you were affected by this issue, please accept our apologies."
• "Thank you for your patience. We appreciate your understanding during this time."
• "Rest assured, we're doing everything we can to get this sorted for you."

They lack personality and feel unauthentic, which is the opposite of what customers want. They crave a personal touch, not the same canned response repeated repeatedly. It’s frustrating, right? It’s like talking to a brick wall.

And let’s talk about the dreaded “if.”

Phrases like “if you were affected” or “if this caused any inconvenience” can feel dismissive—or worse, like the company is questioning whether the customer’s concerns are even valid. That’s not exactly the best way to build trust or loyalty.

The Impact of Insincere Language on Customer Experience

When customers encounter insincere language, it leaves a sour taste.

They may feel unheard, ignored, or like they wasted time contacting the support team. This can escalate frustrations and turn minor issues into major complaints.

Disappointed customers might even take to social media or online reviews to express their dissatisfaction, potentially impacting the brand's reputation.

According to a report by Forrester, empathy is the biggest driver of brand loyalty, which means that by disregarding your customer's feelings and using the same phrases day in and day out, you're essentially reducing your retention.

Insincere language can have a significant negative impact on the customer experience and ultimately harm the relationship between businesses and their valued customers.

A report by Dixa found that 96% of consumers view empathy as important in customer support interactions. Thus, insincere conversations will likely show that you're not being empathetic.

And customer service expectations are going up, not down. In Salesforce's Sixth Edition State of Service Report, it states that 65% of customers expect companies to adapt to their needs, meaning, well, those apologies are going to only help a little.

So it's not just annoying for customers—it's also a downside for your business to show a lack of empathy, listening, or personalisation.

Why Does Insincere Language Persist (Or Get Worse)?

Let's take a closer look at some of the reasons behind the persistence of insincere language in customer support:

Lack of Training or Bad Training

Unfortunately, customer support agents may not receive adequate training on how to deliver empathetic and personalised responses. Without the right tools and guidance, it becomes challenging for them to offer genuine and authentic interactions with customers.

With the pandemic, there was a whopping 84.9% turnover in the hospitality industry, and in general, customer support has suffered with these staff shortages.

With fewer team members, follow-up training isn't provided. Studies indicate that 64% of training programs fail when no active post-training support is given.

Labour Shortage and Increased Reliance on Canned Responses

With a growing demand for customer support and a shortage of qualified people, companies often resort to using pre-approved scripts and canned responses.

While these shortcuts may save time, they can lack the personal touch and empathy that customers are looking for.

Outsourcing Customer Support and Reduced Control

Many large companies now outsource their customer support to external agencies. While this may be a cost-effective solution, it can result in reduced control over the support process.

As a result, the level of authenticity and personalisation in customer interactions may suffer.

Training the AIs and Chatbots

With the increasing reliance on artificial intelligence (AI) in customer support, there is a potential for exacerbating the problem of insincere customer interactions.

AI systems learn from previous responses and can sometimes fall into the trap of using scripted or generic language. While AI can provide efficient and consistent support, it is essential to strike a balance by ensuring that AI systems are trained to understand and respond to customers with empathy and authenticity.

Only 54% of customer support teams feel adequately prepared to handle high-stakes, emotionally charged customer queries caused by automation escalation.

In Zendesk's CX Trends 2025, consumer confidence in AI hinges very much on human-like attributes. "Consumer confidence in AI agents hinges on how engaging, friendly and human-like these agents become", the report states.

By combining the power of AI with human oversight and continuous training, companies can create a customer support experience that is both efficient and genuinely personalized.

But it has to be done with the right training.

As companies continue to evaluate their customer support strategies, it is crucial to invest in comprehensive training programs, prioritize hiring the right talent, and maintain a strong feedback loop to ensure that customers feel genuinely heard, valued, and understood.

Breaking the Script: Tips for Genuine Customer Support Language

Here’s the thing: customers want to feel heard and understood, not like they’re just another number in the system. So how can we fix this?

• Make it personal: Ditch the canned phrases and respond in a way that feels human and empathetic.
• Acknowledge the issue: Instead of “if” or "may" use language that shows you take the concern seriously, like “I know it caused you a lot of stress.”
• Focus on trust: Build a connection by addressing customers’ concerns directly and offering clear next steps.

It’s time to retire those tired phrases and start communicating in a way that truly resonates. Not only will you build better relationships, but you’ll also make sure your customers feel valued—and that’s a win for everyone!

And if you're doing this over email or chat, this is even easier. Address the person by name, and reference the specific things they've asked about to make them feel heard.

If it's fair to do so, acknowledge that things aren't the way they're supposed to be. Rather than "I apologize for any inconvenience this may have caused you", swap this with "I'm sorry this happened to you. I'll look into it and get back to you by [x date]".

The most important step, though, is to empower your team to do the same.

Obviously over-apologizing on behalf of your team can happen, but it's a lot better than under-apologizing to everyone.

Give your team permission to say sorry, give actionable steps, and bring these points up in regular meetings. And address these concerns with the person's name rather than "a customer said" will make it hit home that there's an actual person involved.

Ditch the Script, Provide Empathy

In a world full of corporate jargon and half-hearted apologies, customers deserve better. Those generic, scripted responses? They’re easy to spot—and even easier to ignore.

Let's be better.

What your customers really want is genuine, human interaction. They want to feel heard and understood.

Impersonal and insincere communication doesn’t just frustrate customers—it erodes trust and loyalty. On the flip side, when you prioritize authentic conversations, you’ll create better experiences, build stronger relationships, and turn frustrated customers into loyal advocates.

Let’s leave behind the robotic responses and embrace real, meaningful communication. Your customers (and your brand) will thank you for it!