You may find occasions when the best way to deliver a good experience is simply to ask someone what they want and actually listen and respond to the answer. In the digital world, survey questions can help with that — when done well, of course.
Think about what information, if you had access to it, would help you provide a better experience to someone interacting with your company for the first time. If you’re a B2C lifestyle brand, maybe this would be a person’s interests or hobbies. If you’re a B2B enterprise technology company, maybe this would be the types of complementary technology a visitor already uses. Figure out one short question you can ask a person that will help you deliver a more relevant experience, and ask it in an unobtrusive way.
Then, most importantly, actually use the response in the moment. Point the visitor to a certain page on your site that can help them with the issue they’re facing, recommend content that addresses their interests, or announce a sale in a relevant category.
When done well, like this bank does in the example below, a simple survey question can emulate the human experience of asking for more information about someone and responding in the moment.