Using JIRA for Customer relationship management (CRM)
Customer relationship management (CRM) is a widely implemented model for managing a company’s interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support.
Can you use JIRA as a CRM? Yes and no.
Extra data can be added to a user by creating a user property. Please keep in mind that JIRA is not designed to manage user data, and user properties are not searchable and are not able to be shared across multiple users.
Though we can't offer case studies for using JIRA as a replacement for customer profiling or a CRM system, it's possible. For example, you could utilize issues as user profiles (as you would in a CRM), and create custom fields to display various metadata within that issue (profile).
More commonly, customers integrate JIRA with a dedicated CRM system. For example, there a handful of third-party-maintained Salesforce plugins that can pull customer data from Salesforce and display it within a JIRA issue.
As the former (using JIRA in place of a CRM) is a non-standard use case for JIRA, we don't have much marketing material to support it, nor can we give detailed on guidance on how you'd go about setting this up.
However, there are a few past customer case studies that speak to using JIRA for general project management - both development and non-technical teams (sales, marketing) utilizing JIRA workflows, search granularity, and reporting to track progress, task priorities, and outstanding issues related to their customer-facing projects and interactions. Our blog posts on Angel.com and OfficeDrop both speak to similar uses of JIRA.
A number of third-party JIRA add-ons provide CRM-like functionality. You can search the Atlassian Marketplace to see if one of these tools meets your needs.