Big data is transforming the way companies design industrial services. As a result, frontline service work has become increasingly complex, requiring executives to rapidly rethink talent management. Many workers need retraining to master digital tools. And in some cases, companies are recruiting fresh talent to fill the demand for new skills. However, some frontline workers perceive digital tools as a threat. Overall, growing uncertainty related to this shift has left an average 43% of technicians feeling unmotivated, according to research by Bain & Company and ServiceMax. Technicians at service leaders fare better, with 59% feeling motivated. But even service leaders have room for improvement.