How do you Find a Good Web Host?

I was researching some web hosting companies the other day and was getting a little bit overwhelmed by all of the different choices available to me.  Most of them look about the same as the other with slight variations between each offer.  I mean, if they all are offering unlimited space and traffic then it gets pretty hard to distinguish one from the other.  My final decision came down to one thing:

Customer service.

I decided to test 3-4 of the hosts listed at HostingRef.  I sent each company a preliminary email asking a minor technical question that I knew the answer to.  All of them answered me fairly quickly (although one took over 8 hours to get back to me).  So I then followed up with a phone call to each.  One of them really stood out so I went with them.