The term “front office” is used to describe the personnel and departments responsible for the firm's direct interaction with customers. Generally, the front office staff are responsible for providing customer service, sales, marketing and other services which represent the “face” of the firm. This department is made up of highly-skilled professionals who aim to create the optimum customer experience to ensure clients’ continued satisfaction and loyalty.

The front office typically involves those employees and departments which are the first point of contact for customers. These are often more customised jobs than middle or back-office staff, as it involves working directly with customers and clients. The front office is therefore often considered the most important department for any business, touching all aspects of customer service, sales and marketing.

The front office staff should have a deep understanding of the company’s services, products, and values as well as excellent customer service skills. They must also be organized and have the ability to handle multiple tasks while staying focused on their goal.

In banking, this department is responsible for processing transactions and providing research information to the clients. They must have the ability to quickly identify the needs of the customer and recommend the appropriate services or products. The front office will also be in charge of customer relationship management and gathering data on customer preferences in order to determine the most efficient ways to offer services and products.

The real estate industry uses the front office to assist in leasing or sale activities. Agents, brokers and other customer relations personnel capitalize on their market knowledge and emotional intelligence to win deals and broker the best terms for their clients.

The front office is also key to branding and communicating with customers. The front office staff must ensure that customers are aware of the brand's offerings and how to access them. The positioning of the brand in the marketplace and its relationship with the customer needs to be carefully managed and monitored.

In short, front office personnel play an essential role in managing the customer experience and optimizing revenue for the business. As customer service expectations continue to rise and become increasingly technologically enabled, front office staff must continuously develop and evolve their skills further in order to ensure that the customer experience remains as satisfactory as possible.