Want to keep your customers coming back? Listen to them. Feedback is what helps you improve your product and understand exactly what the market needs right now. But the most important part is the follow-through: a feedback management system turns simple comments into a clear action plan, making your company agile and efficient.

Last year, GOODWINE came to us with a mission: to fix their feedback system. As a leading retail network, they handle massive amounts of customer data, but their existing process was falling short. They were facing persistent hurdles in how they collected and acted on feedback, such as:

High Costs

Legacy licensing models resulted in annual expenses of around 52,000 USD.

Data Chaos

Customer complaints arrived as unstructured text from the website. Manual processing took weeks for annual reporting.

Inefficient Workflows

Support teams manually entered up to 90 tickets a month based on verbal requests or chat messages.

Lack of Flexibility

The client needed a specific, customizable feedback form with localization and field validation.

How to Gather Customer Feedback: GOODWINE’s Transformation

Before Softgile stepped in, GOODWINE’s feedback process felt like a high-pressure kitchen during rush hour – plenty of noise, but too much getting lost in the heat. As a leader in the premium market, they knew that “good enough” wasn’t an option. Their team was drowning in manual tasks, struggling to capture every customer voice without letting details slip through the cracks.

They didn’t just want a new tool; they wanted a transformation. The mission was clear:

• Kill the complexity: Build an interface so intuitive that sharing feedback feels effortless for the customer.
• Trust the data: Eliminate guesswork by ensuring every piece of information is accurate and complete.
• Let the machines do the heavy lifting: Automate ticket creation and routing in Jira to free their team from the grind of manual data entry.

To bring this to life, GOODWINE needed more than a static form—they needed a flexible, “breathing” system. We took the power of Jira Service Management (JSM) and tailored it into a sleek, custom-built engine that finally matched the premium experience GOODWINE is known for.

Localization

The form was designed to meet the needs of users from different language groups. Localization allows customers and partners to submit feedback easily and without language barriers. This improves data quality.

Field Validation – email, phone, product code, etc.

The form checks the correctness of the fields to ensure accurate and complete data. This helps reduce errors and the need for manual corrections.

Conditional Logic – hidden, or visible fields

The form changes fields based on user choices. Some fields can become required, hidden, or visible to make filling out the form simple and clear.
Example: If a user selects “Delivery Issue,” a field for the order number appears, while other fields, such as “Product Code,” remain hidden.

Dual Functionality – manual entry and automatic creation via API

The form works for both manual entry and automatic request creation through API. This approach allows integration of customer feedback management tools with external systems. It ensures flexibility for both customers and internal teams.

Building a Customer Feedback Management System with Jira Service Management

For a long time, GOODWINE had the insights, but they were scattered across different channels, making it nearly impossible to act fast. That’s where we came in.

At Softgile, we didn’t just install a tool; we built a central nervous system for their customer experience using Jira Service Management (JSM). We took a fragmented process and turned it into a sleek, unified powerhouse.

Migration and License Optimization

The team restructured the system architecture and moved most internal users to “Customer” status on the portal. This allowed unlimited scaling without extra licensing costs. The annual budget was reduced from ~52,000 USD to ~34,000 USD, even after adding new departments like HR, Marketing, and Retail Admin.

Custom Interactive Feedback Form

Within the Customer Feedback Management System, a custom interactive form was developed. It is fully integrated with JSM and allows structured and controlled feedback collection.

Form Features:

• Validation: Checks phones, emails, and product codes for accuracy.
• Conditional Logic: Fields display dynamically based on user input.
• Localization: Form adapts to different user language needs.
• Dual Integration: Supports both manual entry and automatic request creation via API.

After submission, feedback automatically becomes a Jira Service Management request. This allows centralized feedback processing and tracking.

As a result, GOODWINE received a centralized Customer Feedback Management System. It simplified feedback collection, improved data quality, and reduced manual work.

Delivering Value: Improving Customer and Partner Satisfaction

The transformation didn’t just look good on paper – it hit the bottom line in a way that was impossible to ignore. By rethinking the infrastructure with JSM, GOODWINE managed to slash license costs by a staggering 35% annually. This wasn’t just a saving; it was a strategic win that allowed GOODWINE to reclaim their budget and fuel future growth. The results speak for themselves:

Speed & Performance

Average task resolution time dropped from 176 days in the legacy system to 21 days. This improvement significantly accelerated the response to customer and partner requests.

Overall system performance increased by 30%, ensuring smoother operation and faster processing of all feedback requests.

Customer Satisfaction (CSAT)

For the first time, the IT team began receiving direct user ratings. The satisfaction score stabilized at a high level of 4.88, which boosted team morale and engagement.

The system captured 52 positive reviews in the first months. These insights were never recorded previously, allowing GOODWINE to celebrate achievements and reinforce positive interactions.

Data Quality & Feedback Volume

Improved accessibility led to a rise in recorded feedback from 30 per month to 165 per month, giving a more complete picture of customer needs.

Now, 100% of requests contain structured information, including Issue Type, Department, and Location. This enables real-time analytics instead of relying on manual Excel reports.

Operational Efficiency

“Corridor tasks” dropped from 10 per month to around 1, and manual ticket entry by support staff decreased from 90 per month to nearly zero, thanks to the self-service portal.

The system now provides instant analytics. Previously, compiling annual complaint reports required about 1 week of manual work, which is now fully automated.