What is customer-facing? Customer facing roles 101 | Infraon


What are customer-facing roles?

In customer-facing roles, employees are the face of the company and are responsible for creating a positive customer experience. They may interact with customers in person, on the phone, or online. Customer-facing roles are important for companies because they impact customer satisfaction and loyalty. Some customer-facing roles may require employees to upsell products or services.

Upselling means persuading customers to a more expensive or upgraded product or service than the one they were originally interested in. For example, a car salesperson may try to upsell a customer from a sedan to an SUV.

Customer-facing roles can be found in various industries, including retail, hospitality, and healthcare. In retail, employees may work in stores or as customer service representatives. Employees may work in restaurants, hotels, or event venues in hospitality. And in healthcare, employees may work in hospitals, clinics, or doctor’s offices. The most important skills for customer-facing roles are excellent communication and people skills. Employees in these roles must be able to build rapport with customers, understand their needs, and provide solutions. Knowing how to handle difficult customer situations professionally and courteously is a big part. Many customer-facing roles require specific industry knowledge or certifications, so be sure to research the requirements for the role you’re interested in.

Types of customer-facing roles

There are many different types of customer-facing roles, and the responsibilities of each role vary depending on the industry. For example:

  • In retail, customer-facing roles might include cashiers, sales associates, and customer service representatives.
  • In the hospitality industry, customer-facing roles might include front desk clerks, concierges, and waitpeople.
  • In the healthcare industry, customer-facing roles might include receptionists, patient advocates, and medical billing specialists.

The responsibility of a customer-facing role is providing excellent customer service. It means being helpful and responsive to customer needs. Customer-facing functions are essential to businesses because they are the first point of contact between the company and the customer. The most important responsibility of a customer-facing role is providing excellent customer service. Other duties might include handling customer complaints, processing customer payments, and providing information about products and services.

“Customer-facing” is a term used to describe activities, people, or departments that interface with customers. The opposite of customer-facing would be “internal-facing,” meaning activities, people, or departments that do not interface with customers. In a business context, customer-facing activities are typically sales-related, such as customer service, marketing, and product development.


Zupyak is the world’s largest content marketing community, with over 300 000 members and 3 million articles. Explore and get your content discovered.