The role option that limits Sales Reps to view only their own customers and transactions in NetSuite is
"Employee Restrictions = own and subordinates only." This setting is part of role configuration and ensures that sales representatives can only access records related to themselves or their direct subordinates. This restriction is particularly useful in organizations where data privacy and security between different sales departments or teams are paramount. By applying this restriction, companies can maintain a high level of data integrity and confidentiality, ensuring that sales reps see only the information pertinent to their sales efforts and those of their team, without accessing the entire database of customer and transaction information.References: NetSuite Help Center, Role Configuration documentation.