To better understand how innovative companies are capturing — and leveraging — the voice of the customer, we went behind the scenes with six Austin companies to learn their process for listening to customers, incorporating their feedback and ultimately creating customer-centric cultures.

Rapid7’s Austin office is particularly special, even within the larger company: It claims representation from more teams than any other office in the company. Team members from within the Austin office tout how well the teams cross-collaborate with one another, and they attribute it to the company’s five core values: “Bring You,” “Never Done,” Be an Advocate,” “Impact Together,” and “Challenge Convention.”