In what ways can they submit issues without having user accounts?
If you use the Jira Service Management product users can be considered "customers" and submit requests without having a license to access your Jira products.
https://www.atlassian.com/software/jira/service-management
Another idea is to allow Anonymous Access to your Jira system. Users can create issues in your instance then without having user accounts. However, you would want to be careful about which projects and permissions you give Anonymous Access so that such users would not have access to information you need to keep confidential.
https://support.atlassian.com/jira-cloud-administration/docs/allow-anonymous-access-to-projects/
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