The COVID-19 pandemic has transformed the way services are delivered . In this editorial, we shine a light on how frontline service employees are coping with the changing work environment . Leveraging insights from a critical incident technique data collection, we identify challenges related to employee morale, interfacing with service consumers, and transformational negative events . We then offer suggestions for future research on these topics . Moreover, we discuss how the business model transformations caused by COVID-19 could impact the role of technology in future service interactions as well as new challenges related to demand planning . We hope this editorial can serve as a platform to positively impact future research on how service is being delivered amidst the COVID-19 pandemic and future market shocks.