2 different categories come to mind.
H&R Block or other tax preparation services.
The second is restaurants. This may seem like a product more than a service but I think it truly falls into the category of service, especially if you look at the national chains. Think Applebee's, TGI Fridays etc.
The reason people go to these places is because of the experience they receive. The franchisors have created a system that generates nearly identical results nationwide.
The first thing you need to do is figure out what makes your service superior to others out there, then you need to figure out how and why this is the case. From there you need to document it and make sure that you have a mechanism in place to ensure compliance.
Granted that is a huge amount of work, but the basic premise is quite simple. You want all of the people you hire to do things more or less the way you would do them.
I like to use the term “packaged” services, but I think it’s essentially the same thing you’re referring to when you say “productized” services. I think Mark’s suggestion of H&R Block is a great example.
A good packaged professional services offering has these characteristics:
1. Addresses a specific business challenge or set of related challenges that is experienced by many (or enough)
2. Service delivery follows a more prescriptive approach
3. Accomplishable within a known, finite timeframe
4. Can be offered at a fixed price
5. Has defined outcomes/work products for the buyer
The process of packaging a service is, roughly:
1. Identify a set of capabilities or services you deliver (or can) that are in relatively high-demand and target a common challenge
2. Define a standard, repeatable process for addressing the chosen business challenge along with the specific work products (interim and delivered)
3. Decompose this process based on the main payoff events to the customer to define one or more packaged service offerings
4. Identify prospect characteristics and specific candidates/targets
5. Market the service offering and test your pricing model
6. Deliver, learn, and improve
There’s obviously a lot more behind each line item and it isn't necessarily linear. This is a favorite topic of mine. So, reach out via Clarity if you’d like to discuss!