It doesn't have to be literally the service name. Can be any unique alphanumeric suffix you make up randomly. As long as you use a password manager you don't have to remember it.
Indeed, it needs to be more than just the company name if you want it to be useful later. If the email address used is company@example.com, any idiot could guess company. But receiving email to company_wkhx46@example.com is clearly gotta be from them, or they got hacked.
