Swedish to English Bus/Financial Business/Commerce (general)

This comes from a textbook in business administration with a focus on the service sector. The term is used for describing staff dealing directly with customers - the first person the customer meets and the link between the customer and the company. The book discusses a number of different industries, so it is not possible to use terms such as "front office staff" or "front desk staff," as these would not apply to, for instance, a waiter at a restaurant. At the same time, simply using "front staff" sound odd to me.