Is it true that a customer service agent should NEVER apologize to a customer, and instead try to fix the situation or the problem?

I think customer service agents need to fix the situation but always start with apologizing to customer. The reason the customer is contacting is because there is an issue which has caused distress to the customer and as a customer service agent they should apologize to customer as they fix the problem or situation.

Apologizing doesn't mean that we do admit that we did a mistake.  There are times that we do apologize because the customer doesn't have the correct or proper information which leads to a certain situation.  Customer service agent can fix certain issues but there are things that are not within their limit.  There are customers that actually doesn't need their problem to be fixed but they only need to be heard and receive an apology.

Whenever a customer issues you a problem an immediate apology to be given smartly

(without blaming any one for the issue)  

my answer is simple when we join a organization for serving whatever company give work its our duty to maintain a healthy reputation for our working area either organization or  our self.. egos and selfishness is our negative part of attitude..it harm our personality so is our work..so it is better to apology rather then fixing it.

1. Customer is always right.

2. If the customer is wrong, refer to number 1.

Apologizing to customers is part of Customer Service. This is one of the key to convince the customers that you care to their concerns.

This answer is untrue. A customer service agent should always apologize first than go above and beyond in trying to fix the situation. Apologizing to a customer is a sign of strength and positivity because a lot of people don't like saying sorry, they think its a sign of weakness. A lot of times, saying sorry to a customer will calm the customer down than it will be easier to deal with the customer by letting the customer know you are trying your best in fixing his or her situation.

Customer service agents need to put themselves and experience what the customer feels. It is necessary to apologise to the customer because it shows that the agent  acknowledges that there is a problem and that he has a responsibility to solve it. Apologising and solving the problem will lead to better customer satisfaction and retention.

I don't think so.

I believe that a customer service agent should apologize first to calm the customer.

Also he should show empathy to build up customer's trust and then try out his best to deal with the situation and sort the problem.

THE CUSTOMER NEED AND SAY THAT WAY I SOLVE

you can do both at the same time, apologizing is also a good way for having a strong customer relationship.