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!