Most 3D software allows you to use a greyscale image as a displacement map. I use Maya myself and I know it's very easy to achieve this effect, I haven't dabbled with shading networks in a long while, but with a bit of luck there might even be a procedural texture specifically for woodgrain.
Try googling your 3D software of choice with "displacement map" behind it, I'm sure you'll find dozens of tutorials:
https://www.google.com/search?q=maya+displacement+map
Edit: Out of curiosity I looked up whether Maya indeed has a procedural texture for wood, and it does:
https://www.google.com/search?q=maya+procedural+texture+wood +grain. Procedural textures have many benefits over a simple greyscale bitmap. I bet other 3D Software like 3ds Max have something similar.
Last edited: Oct 30, 2013