Imagine selling a vacuum cleaner and then discussing to the customer which attachments they want. There are many deals of this variety conducted in many industries, possibly including your own. A service that involves learning about the customer, what they want, and then creating a package just for them is called consultative selling. It is like customization, except it might be a service package with very nuanced details. Just like a vacuum might have unusual extra attachments to buy, services can take advantage of niche expertise.
Talk to a firm that knows how to train company employees in creating custom services. It means listening very carefully to a customer. Solutions might be apart of a package list or else are innovated on the spot for the requests of that person. While physical products have a fixed attachment list, services are more nuanced and based directly on what a customer describes.