The world of customer service seems to be obsessed with “sorry”. It’s a word uttered so often and so ubiquitously, it’s become meaningless.

If every “sorry” was accompanied by an act of contrition, for example £1, I’d have made at least £35 from my recent call to Santander to unblock access to my bank accounts. And I bet they’d take some action to make sure it didn’t keep happening.

And of course, if not contrite, an apology has no meaning. Apologies are cheap.

Customer service managers really should use some emotional intelligence when they spray the word “sorry” about like it was Boris Johnson’s DNA.

If you’re not truly sorry, don’t say sorry. And if you are, just do something to make it right and ensure the same thing never happens again.