It’s not personal Sonny. It’s strictly business. One of Al Pacino’s perhaps most famous lines from The Godfather.
The statement is both true and false.
The goal of a business is to form a legal entity around a model that creates value and profits. Naturally, everything that occurs to the company doesn’t happen to you personally. Therefore, snarky comments made at your business should glide right off you.
On the other hand, what’s really at stake without any personal involvement whatsoever? A deep and thorough empathic understanding of your customer’s problem is needed.
Don’t take it personally, Sonny, but do get personally involved. That’s my take.