Hide users on users.php with a specific meta value

I am using the User Switching plugin in order to allow sales agents to place an order on behalf of a customer.
I want to allow sales agents to switch into their customers only instead of all customers. I have used toolset to create custom user meta field wpcf-sales-rep.

this link here seems relevant, the code below let me hide all customers from sales agents so i know it works, just needs to be modified somehow.

add_action('pre_user_query','rudr_hide_all_administrators');

function rudr_hide_all_administrators( $u_query ) {
    
    // let's do the trick only for non-administrators
    $current_user = wp_get_current_user();
    if ( $current_user->roles(0) != 'administrator' ) { 
        global $wpdb;
        $u_query->query_where = str_replace(
            'WHERE 1=1', 
            "WHERE 1=1 AND {$wpdb->users}.ID IN (
                SELECT {$wpdb->usermeta}.user_id FROM $wpdb->usermeta 
                    WHERE {$wpdb->usermeta}.meta_key = '{$wpdb->prefix}capabilities'
                    AND {$wpdb->usermeta}.meta_value NOT LIKE '%customer%')", 
            $u_query->query_where
        );
    }
}