How to Collect Customer Feedback in Jira

We've all been there. A customer sends a brilliant idea through email. A stakeholder drops a "quick thought" in a Slack channel. The sales team forwards a note about a feature request from a big client. Each piece of feedback is a little golden nugget, but they're scattered all over the place.

The real problem isn't just the mess. It's the missed opportunity. When feedback lives in a dozen different systems, it’s nearly impossible to see the patterns, to understand what really matters to your customers. You end up reacting to the loudest voice or the most recent request, not the most important one. Your development work gets disconnected from what people actually need.

The goal is to build a bridge between the customer's voice and the team's work in Jira. A system that doesn't just collect ideas but helps you make sense of them and, most importantly, act on them. But how do you do that without making things overly complicated?

First, let's agree on a simple idea: not all feedback is the same. Trying to treat every comment as a task for developers is a recipe for a bloated backlog and a team that builds features nobody uses. A better way is to think about it in three stages:

1. Intake (The "What"): This is about getting the raw, unfiltered feedback. The goal here is to make it dead simple for people to share their thoughts without jumping through hoops.

2. Discovery (The "Why"): This is where the real work happens. You group similar ideas, figure out the underlying problem, and decide what's actually worth building. It's about building a portfolio of good bets, not a list of chores.

3. Delivery (The "How"): Once an idea is proven valuable, it moves here. It gets turned into actual work items for the engineering team to build and ship.

Thinking this way keeps your process clean and ensures you’re building things that matter. Here are four ways to handle that first crucial step—the intake—and connect it to your Jira projects.

1. Released

What if you could have a simple, clean portal for customers to submit ideas and also see what you're planning to build next? That's the idea behind Released, a popular Atlassian marketplace app with a focus on customer communication. Released enables you to create a portal for your customers where you can share your roadmap, provide updates and collect feedback. All deeply integrated with Jira.

Instead of a clunky form, customers get a clear, branded portal to share ideas. Feedback flows into an organized inbox inside Jira, where it’s easy to manage, respond, and link to related work items—automatically.

But it doesn't stop at intake. Once you've decided on what's next, you can use Released Roadmaps to share your plans. You can create different views for different audiences—a high-level one for customers, a more detailed one for key stakeholders. Because the roadmap pulls data directly from your Jira issues, it's always up-to-date without any extra work. You can choose a Board view to talk about priorities or a Timeline view when dates are important. This closes the loop. Customers see their ideas are heard and can follow along as you bring them to life.

2. Jira Service Management

If you need a powerful, formal system, Jira Service Management is the heavy-duty option. It’s designed for customer interactions and can be set up as a sophisticated feedback portal.

You can create a branded help center with custom forms that guide customers to provide exactly the information you need. The feedback lands in structured queues, so you can triage and assign ideas systematically. It's a robust solution that works well for larger organizations that need formal processes.

3. Jira Issue Collector

For a no-frills, no-cost option, there’s the Jira Issue Collector. This is a feature built into Jira Software (company-managed projects only) that generates a snippet of code you can embed on your website or in your app.

It creates a simple feedback tab that users can click to open a form. They don't need a Jira account to submit their thoughts, and the feedback lands directly in the Jira project you specify. It even captures the URL they were on, which is handy for bug reports.

4. Public Jira Project

You could just open up a Jira project to the public. By changing the permission settings, you can allow anyone on the internet to view and create issues. Some open-source projects use this model to work transparently.

However, it's really only an option if you can get a free open source or non-profit license, as the cost would get prohibitively expensive if you have to pay for a seat for each contributor.

Which Path Should You Choose?

There’s no single right answer. It comes down to your budget, your team's needs, and how you want to interact with your customers.

Ultimately, the tool is just a means to an end. The real goal is to create a rhythm where you're consistently listening to customers, understanding their needs, and using that insight to build a better product.