Most customers aren't eager to look under the hood to examine the processes underlying their experiences, suggested Don Schuerman, CTO of Pegasystems. "The contemporary customer doesn't really care about CRM. They care about the experience they have, and in most cases they know little or nothing about the fact that there's a technology behind the scenes called CRM. What customers expect is an experience that is first and foremost personalized. It reflects an understanding of them as an individual, and it's tailored to their unique needs."