This blog post on naming services is by Dani Allen, a lead content designer at TPXimpact:

Naming services is an important part of digital transformation. Service names need to be clear, concise and related to the task people are completing. But this can become harder when the situation becomes more complex.

The thrust of the post is about using dedicated workshops to get all the key people together:

An engaging naming workshop is a way of making sure that everyone has the same level of knowledge of what’s involved in this task, and the importance of it. Getting important stakeholders involved and as close as possible to this work will set you up for success.

I have one extra tip on naming your service. I learnt this the hard way last year. Before you start telling people your new service name, remember to carry out a quick check to make sure that any inevitable acronyms are not, well... a bit rude. Cripes.