Maven is designed with the idea that essentially all builds are identical. The concept of "conditional" building is mostly foreign to it, although I admit I've done the occasional POM that allowed me to build for a specific deployment target.
Regardless, you can customize a Maven build by setting command-line definitions such as profile specifications and Jenkins has a place to provide such options.
In the case of testing, you may also be able to control the process by selecting specific Maven goals. Once again, they will be passed to the Maven "command line" by Jenkins.
Customer surveys are for companies who didn't pay proper attention to begin with.