The next time you hear an ad for a pharmaceutical product, pay attention to the pitch or placement of the actor's voice. It is pitched a bit higher than a normal "information" range. Now think about how you pitch your voice if you are saying "I'm sorry you're hurt". Sounds similar, doesn't it?
Voice actors pitch their voices in specific ways to get specific responses from the audience. You can do it too. If a customer is upset about something, try pitching your voice in the "comfort" range. It can help your customer calm down a bit and builds trust. You care about your customer - let them hear that in your voice.