Customers is not added into Organization during syncing with AD

We synchronize all our employees from Azure Active Directory into Jira. Most employees do not get any Jira licenses, so they are just Customers in our JSM projects.

Before syncing users, I've created ABC organization under Customer page in JSM

Apart of standard fields we added default value into urn:ietf:params:scim:schemas:extension:enterprise:2.0:User.organization as suggested here https://docs.microsoft.com/en-us/azure/active-directory/saas-apps/atlassian-cloud-tutorial

After sync was finished I see Customers has ABC in Profile -> Organization, but Customer is not added into organization record which I've created on Customer page. 

Any idea what is missing or how to avoid continues manual work?