To manage customer roles you need to go to Customers -> Customer Roles.
Name - Customer role name
System name - Customer role system name
Free shipping - Check to allow customers in this role to get free shipping on their orders
Tax exempt - Check to allow customers in this role to make tax free purchases
Active - Is customer role active or not
Is system role - A value indicating whether it's a system role
NOTE: In order to use this functionality you have to enable the following setting: Configuration > Catalog settings > General > 'Recommended products' enabled
In this place you can choose recommended product for this customer role, that products will appear on the home page in "Recommended products" section.