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From Godin:
The other kind of sorry is an expression of humanity. It says, “I see you and I see your pain.” This is the sorry we utter at a funeral, or when we hear that someone has stumbled.
[…]
As we’ve been busy commercializing, industrializing and lawyering the world, countless bureaucrats have forgotten what it means to be human, and have forgotten how much it means to us to hear someone say it, and mean it. “I’m sorry you missed your flight, and I can only imagine how screwed up the rest of your trip is going to be because of it.”
“I see you,” is what we crave.
Partly why we need to use ethnographic methods to understand our customers better and build empathy.