Service design is sometimes thought of as the interface between the customer and the service provider, a design process that exists between design thinking and business practices. Service design consultancies working with service organisations are increasingly attempting to develop design thinking alongside business processes within the organisation, but if everyone becomes a ‘designer’ what value is placed on the design-trained service designer? What qualities, knowledge and skills does a designer offer that identifies them as a valuable business asset who has an integral place within the business process, rather than as someone brought in when the organisation wants to be seen to be ‘creative’ or ‘innovative.’ The process of design for services is well documented, however there is not much debate around whether the service designer needs to be design-trained, or of what benefits they would offer if they were. It is assumed that design tools and methods can be introduced and disseminated to non-designers, but if tools and methods are all it took to design services, what is the future for the ‘designer?’ From observations of students studying service design at postgraduate level and a comparative study with design and non-design staff within a service organisation, this paper aims to uncover the value and ‘craft’ of the designer within the context of the service design process.