Make each user only be able to view records that apply to them.

Make each user only be able to view records that apply to them.

      I have a form that customers fill out and Users/Sales Reps will have access to the records.  What I want to accomplish is for each User to only be able to view the records that apply to them.  I have chosen a User ID field to be the identifier/filter for this, but I'm not sure if this is the best way to do it.  Also, I'm not sure how to set it up on the backend.  Would there be custom DS involved in this?  Any help on this would be much appreciated.

Thank you, 
Mike