Final answer:
The associate should first express empathy and apologize to the customer, then listen to the concern, and reassure that the issue will be addressed.
Step-by-step explanation:
When a customer returns a toy fire truck because the lights do not work, the associate should first express empathy and apologize for the inconvenience.
The initial response sets the tone for the interaction and shows the customer that the company values their satisfaction. It is important for the associate to listen to the customer's concern and provide reassurance that they will address the issue.
For example, the associate might say, "I'm sorry to hear that the lights on your fire truck aren't working. Let's take a look and see what we can do to resolve this for you." This approach demonstrates both empathy and a willingness to help, which are crucial components of effective customer service.