A couple of weeks ago, I was in Denver for a seminar. I ate at The Texas Roadhouse Restaurant. When I was escorted to my table, along with a basket of fresh hot rolls, the server welcomed me and asked if it was my first time there. I said yes. She thanked me for being there, and told me they were known for their "fall-off-the-bone ribs." She promised to bring me a sample, since it was my first visit. She took my dinner order (if they did not offer the cut of meat I wanted, they would cut it on the spot), and promptly brought me my soft drink.

A few minutes later, the manager came over and introduced himself as the "service manager." He, too, welcomed me and thanked me for being there. He asked if I was local or from out of town. I told him that I was from St. Louis and in town for business. He asked if I had ever heard of Texas Roadhouse before, and I told him that I hadn't.

My salad arrived, and he offered to check their Web site to see if there were any locations near my home. My steak arrived, and I ate it—one of the best I've ever had. Toward the end of my meal, the manager returned (as promised) with his business card, and on the back of the card he listed three St. Louis-area locations for their restaurant. I was impressed.

I called my wife that night, told her about the experience, and suggested that we have dinner the next weekend at a St. Louis Texas Roadhouse—which we did. In fact, we took other people with us. Talk about word-of-mouth advertising! Great food and great service must be their culture. The only downside was the wait. Apparently, too many other people have heard about the food and the service.

At my seminar in Denver, I mentioned my experience at this restaurant and two people in the group told me equally impressive stories. One person said the service was so good that he gave the waiter a 30 percent tip.

I've thought about this place a lot, since it's what guys like me do. Two things stood out: First, they had enough staff to deliver great service. Apparently, this company has not gotten the word yet to cut costs by cutting service levels. Second, they took a service experience and turned it into a sales opportunity. The manager made it easy for me to visit the St. Louis locations. That's the benefit of great customer service—it gives you the credibility and opportunity to sell more. The food was great and the service even better. This place realizes that service is the sizzle on the steak.

Did I mention that I was in Denver to do a customer service seminar?