Final answer:
The first step when addressing a customer's complaint should be to apologize and offer help. This acknowledges the inconvenience they have experienced and immediately shows a willingness to assist, which is crucial in customer service scenarios.
Step-by-step explanation:
When a customer approaches the service desk with a complaint about a product, the associate should prioritize customer service and empathy. The best first response is c) I apologize for the inconvenience. Let me help you with that issue. This approach acknowledges the customer's frustration and immediately offers assistance. After the initial apology, the associate can proceed to gather more information about the problem, such as examining the product, checking the receipt, and reviewing the store's return or exchange policy. Options a) and b) might be necessary steps in resolving the issue, but they should come after the initial expression of empathy.