In 2016 Livework Studio—a service design consultancy, on whosebehalf this report has been written—witnessed that the customersof Vorwerk—one of Livework’s clients—started performing all kindsof roles for Vorwerk. The customers performed sales, customerservice, marketing and other roles and did so purely based on theirown enthusiasm, not because they were being reimbursed to doso—for example moms started buying €1200,- kitchen machinesfor the girlfriends of their sons, daughters started sharing recipesand sons praised the machine to their friends. All the more, thesecustomers even enjoyed performing such additional roles, andappreciated Vorwerk more for facilitating them. A win-win for boththe customer and the organisation.Livework believes the subject of this thesis—the phenomenon oforganisations consciously enabling customers to perform additionalroles—is unique, unprecedented and extremely valuable. Not onlyis it able to improve customers' experience, it can also provideorganisations themselves with huge value. In more theoretical termsthis thesis concerns the movement from transactional customerorganisationrelationships, in which the customer receives a productor service and pays, to engagement based relationships, where boththe customer and organisations enjoy mutual advantages because ofmutual engagement.By analysing the Vorwerk case, supplementing it with additionalliterature, and consolidating it through academic experts andindustry practitioners, a framework and method have been built. Thisframework of design for relationships should give practitioners—suchas service designers and CX managers—the means to form and fosterrelationships between their customers and their organisation.The first phase of research, with practitioners within and outsideof Livework, established that relationships often merely are anunconscious and implicit outcome of services. Academics confirm this,stating that practitioners need additional means to more effectivelydesign for relationships (Cipolla and Manzini 2010; Snelders, Van deGarde-Perik & Secomandi, 2014; den Hollander et al., 2015; Baek et al.,2017).Having established this need, the first iteration of a framework wasbuilt drawing from customer experience, social design, relationshipmarketing and customer engagement literature. It proposes threeadditional exercises which are to be added to Livework’s regulardesign process: Relationship receptivity, relationship fostering andrelationship mutuality.‘Relationship receptivity’ aims to showcase the organisation as apossible relationship partner to the customer. Additionally, it showswhich moments in the customer’s experience are relational of nature.For example, an interaction with service personnel or a chatbot.‘Relationship fostering’ aims to establish the appropriate level ofrelationship quality within the identified relational moments. That is,the level of intensity of the relationship which the customer deemsright. For example, should the service personnel behave very formally andpolite, or more friendly and take the time to ask about personal informationsuch as how someone’s family is doing?‘Relationship mutuality’ is a brainstorm exercise which aims to exploremutual engagement between the customer and the organisation.That is, what types of roles a customer can fulfil for an organisationand what additional value an organisation can provide to a customer.For example, could a customer perform a marketing function on socialmedia while enabling the customer to showcase ethical behaviour such asengagement with the environment?Being a highly explorative study, the effectiveness of the method hasnot been tested yet. This would require at least several cases usingthe methodology to be done, after which the cases would have tobe monitored in terms of relational need fulfilment from a clientperspective and monetary benefits from a business perspective.Nevertheless, a method has been developed around these threeexercises which was tested in practice, iterated and validated throughthe input of practitioners and experts. The method was receivedwith a lot of enthusiasm by both the practitioners and experts. Thepractitioners believed design for relationships provided them with thenext level of customer experiences and the experts lauded the methodfor making complex academic material into actionable guidelines forpractitioners