A simple customer service technique I learned during my time at Apple was to say "thank you" instead of "sorry." The most common scenario was when we were running behind schedule at the Genius Bar. I'd instruct my team to start the interaction with something like "thank you for being patient," instead of "sorry for the wait."
“Over apologizing can lead others to doubt you or lose confidence in your abilities.”
This article does a great job of illustrating why this is the case in a variety of scenarios.