The article from CMSSWire explains how to gain a deep understanding of customer behavior by combining quantitative data with qualitative insights. It discusses the importance of analyzing both the actions customers take and the motivations behind those actions. The piece outlines strategies such as leveraging analytics tools, gathering customer feedback, and conducting behavioral research to map the customer journey. Ultimately, it emphasizes that uncovering these insights is key to crafting more effective marketing strategies and enhancing the overall customer experience.