# Tasks of a Store Manager

Store Managers do not change global rules or permissions—that’s handled by Company Admins.
Instead, Store Managers configure **how Clienteling is used operationally inside their store**.
Store managers can:

* Assign customers to store staff
* Reassign customers when staff availability changes
* Mark important or high-value customers as **Starred** which helps staff quickly identify priority customers
* Review conversations happening in their store and ensure no customer messages are missed
* Step in when escalations are required
* Support returns, exchanges, and upsell opportunities by using **Recent Orders** and **View All Orders** for context