{"id":151249,"date":"2026-02-19T16:30:33","date_gmt":"2026-02-19T19:30:33","guid":{"rendered":"https:\/\/sandbox2.institutopmg.com\/?p=151249"},"modified":"2026-02-20T16:03:57","modified_gmt":"2026-02-20T19:03:57","slug":"roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation","status":"publish","type":"post","link":"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/","title":{"rendered":"Roles in Service Relationships in ITIL 5: A Guide to Value Co-Creation"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In the world of technology management, knowing \u201cwho\u2019s who\u201d goes far beyond a simple org chart. <a href=\"https:\/\/sandbox2.institutopmg.com\/en\/itil-version-5-launch-official-information-pmg-academy\/\">With the release of ITIL 5<\/a>, the dynamic between those who deliver technology and those who receive it has been refined to reflect the complexity of modern digital products. The focus is now on co-creation, where success depends on clear interaction among different parties.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll break down the roles in service relationships in ITIL 5, explaining how this structure helps your organization eliminate silos\u2014and how you can use this knowledge to accelerate your career in IT governance.<\/span><\/p>\n<p><strong>Read also: <a href=\"https:\/\/sandbox2.institutopmg.com\/en\/articles\/itil\/the-definitive-guide-to-itil-version-5-foundation\/\">The Definitive Guide to ITIL 5<\/a><\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Navegue por t\u00f3picos de interesse:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#What_Are_Service_Relationships_in_ITIL_5\" >What Are Service Relationships in ITIL 5?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#The_Main_Players_Provider_Consumer_and_Vendor\" >The Main Players: Provider, Consumer, and Vendor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#The_Three_Faces_of_the_Consumer_Customer_User_and_Sponsor\" >The Three Faces of the Consumer: Customer, User, and Sponsor<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#1_Customer\" >1) Customer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#2_User\" >2) User<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#3_Sponsor\" >3) Sponsor<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#How_Do_These_Roles_Fit_Into_the_Value_System\" >How Do These Roles Fit Into the Value System?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#Take_the_Next_Step_in_Your_Career_with_PMG_Academy\" >Take the Next Step in Your Career with PMG Academy<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Are_Service_Relationships_in_ITIL_5\"><\/span><b>What Are Service Relationships in ITIL 5?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A service relationship is not a one-way street. In ITIL 5, it\u2019s seen as cooperation between two or more organizations to create value. For this to work, the framework defines an organization as any person or group that has its own functions, responsibilities, and authority to achieve objectives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means an organization can be:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An entire company<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A specific department (such as HR or Marketing)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A single independent professional<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The big insight in ITIL 5 is that these roles are fluid. An IT team can be the provider when it delivers an app to end customers, but it becomes the consumer when it contracts a cloud service from an external supplier.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Main_Players_Provider_Consumer_and_Vendor\"><\/span><b>The Main Players: Provider, Consumer, and Vendor<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To map any Value Chain with precision, you need to identify three fundamental roles:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Service Provider:<\/b><span style=\"font-weight: 400;\"> The organization responsible for delivering and supporting services. Its focus is ensuring the technology is available and working.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Service Consumer:<\/b><span style=\"font-weight: 400;\"> The organization responsible for acquiring and using services. Without consumer engagement, value is not co-created.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Digital Product Vendor:<\/b><span style=\"font-weight: 400;\"> This role stands out in ITIL 5. It is responsible for creating and continually improving the digital products that underpin service offerings.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Often, the service provider and the digital product vendor roles merge\u2014especially in SaaS (Software as a Service) companies.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Three_Faces_of_the_Consumer_Customer_User_and_Sponsor\"><\/span><b>The Three Faces of the Consumer: Customer, User, and Sponsor<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A common mistake in IT management is treating all consumers the same. ITIL 5 breaks the consumer role into three specific functions, each with different needs and expectations:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Customer\"><\/span><b>1) Customer<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><b>customer<\/b><span style=\"font-weight: 400;\"> defines the requirements for products and services. They are accountable for the outcomes expected from consuming the service. If the system doesn\u2019t support the business, the customer is usually the first to feel the impact.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_User\"><\/span><b>2) User<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><b>user<\/b><span style=\"font-weight: 400;\"> is the one who actually uses the service day to day. Their focus is usability, performance, and support. A service might get a green light from the customer, but if users hate it, value co-creation suffers.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Sponsor\"><\/span><b>3) Sponsor<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><b>sponsor<\/b><span style=\"font-weight: 400;\"> authorizes the budget. They look at cost-benefit and return on investment (ROI). Without the sponsor\u2019s approval, the Value Chain doesn\u2019t even get started.<\/span><\/p>\n<p><b>Practical example:<\/b><span style=\"font-weight: 400;\"> Imagine a company contracting a mobile phone plan. The CIO is the customer (defines requirements), employees are the users (use the devices), and the CFO is the sponsor (approves payment).<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Do_These_Roles_Fit_Into_the_Value_System\"><\/span><b>How Do These Roles Fit Into the Value System?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">All of these roles operate within the <\/span><b>Value System<\/b><span style=\"font-weight: 400;\">. When responsibilities are clearly defined, the transition between Value Chain activities\u2014such as planning, designing, and delivering\u2014happens smoothly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Understanding roles in service relationships in ITIL 5 helps you:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improve communication with stakeholders<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Design services that align better with real needs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Justify investments more strategically to sponsors<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For IT professionals, this clarity is a competitive advantage. You stop being \u201cjust technical\u201d and become a business enabler\u2014able to navigate both the sponsor\u2019s financial priorities and the user\u2019s operational pain points.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Take_the_Next_Step_in_Your_Career_with_PMG_Academy\"><\/span><b>Take the Next Step in Your Career with PMG Academy<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Mastering ITIL 5 is essential for anyone who wants to lead digital transformation and IT governance in modern organizations. Truly understanding how to manage these roles and relationships is what separates specialists from beginners.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want to become an authority on the topic and earn your official certification? <a href=\"https:\/\/sandbox2.institutopmg.com\/en\/itil-version-5-launch-official-information-pmg-academy\/\">Explore PMG Academy\u2019s courses<\/a>. Our training is practical, up to date, and focused on what the market actually demands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Did you find this useful? Comment below on how you identify these roles in your organization\u2014or share your experience transitioning to ITIL 5!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the world of technology management, knowing \u201cwho\u2019s who\u201d goes far beyond a simple org chart. With the release of ITIL 5, the dynamic between those who deliver technology and those who receive it has been refined to reflect the complexity of modern digital products. The focus is now on co-creation, where success depends on [&hellip;]<\/p>\n","protected":false},"author":85233,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8074],"tags":[],"class_list":["post-151249","post","type-post","status-publish","format-standard","hentry","category-itil"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Roles in Service Relationships in ITIL 5 - PMG Academy<\/title>\n<meta name=\"description\" content=\"With ITIL 5, the dynamics of technology delivery and receipt were refined to reflect the complexity of two modern digital products.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Roles in Service Relationships in ITIL 5: A Guide to Value Co-Creation\" \/>\n<meta property=\"og:description\" content=\"With ITIL 5, the dynamics of technology delivery and receipt were refined to reflect the complexity of two modern digital products.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/\" \/>\n<meta property=\"og:site_name\" content=\"PMG Academy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/PMG.Academy.Brasil\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/adriano.martinsantonio\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-19T19:30:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-20T19:03:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/media.pmgacademy.com\/wp-content\/uploads\/2021\/02\/23190406\/cropped-Asset-1%40azul-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Adriano Martins Antonio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adriano Martins Antonio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/\"},\"author\":{\"name\":\"Adriano Martins Antonio\",\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/#\/schema\/person\/4ff5bc0806b04dd72d25d14a443360e7\"},\"headline\":\"Roles in Service Relationships in ITIL 5: A Guide to Value Co-Creation\",\"datePublished\":\"2026-02-19T19:30:33+00:00\",\"dateModified\":\"2026-02-20T19:03:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/\"},\"wordCount\":705,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/#organization\"},\"articleSection\":[\"ITIL\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/\",\"url\":\"https:\/\/sandbox2.institutopmg.com\/en\/roles-in-service-relationships-in-itil-5-a-guide-to-value-co-creation\/\",\"name\":\"Roles in Service Relationships in ITIL 5 - 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