Serialization to support XSD

I am having trouble configuring my service to not use DataContract serialization and instead use true XML Serialization. For example, my schema has a element defined as
<XSD:ELEMENT type="xsd:string" name="CustomerName">
<XSD:ANNOTATION>
<XSD:DOCUMENTATION>The name of the customer, will be in the format First Middle Last for Personal, ex John Paul Jones, or for commercial the entity name, ex Joe's Painting Services</XSD:DOCUMENTATION>
</XSD:ANNOTATION>

<xsd:element name="CustomerName" type="xsd:string">
<xsd:annotation>
<xsd:documentation>The name of the customer, will be in the format First Middle Last for Personal, ex John Paul Jones, or for commercial the entity name, ex Joe's Painting Services</xsd:documentation>
</xsd:annotation>
</xsd:element>
</XSD:ELEMENT>
XSD.exe created the below to support the schema
private string customerNameField;
///
public string CustomerName {
get {
return this.customerNameField;
}
set {
this.customerNameField = value;
}
}

I created a IDispatchMessageInspector and peek at the xml coming and going and expect to see CustomerName elements, but instead see customerNameField elements. On my service implementation I added a [XmlSerializerFormat(Style=OperationFormatStyle.Document)] and cannot seem to effect the type of serialization being used.

Any thoughts