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Discussion of the essential the role of an customer experience (CX) in driving the organisation agility (OA) and business model innovation (BMI) to support performance in digital transformational stage has not been reveal and empirically tested. The capability in relation with BMI and OA allows the firms to make timely, effective, and properly sustained changes, in fast and complex market to stay ahead compare with competitor. We argue that the relevant model to support digital transformation In ICT industry shall be based on customer experience driven, since CX emerges become a critical factors in term of behaviour, cognition and emotion of customer in engagement with customers. Hence, this paper emphasis on a new model of transformation based BMI and OA focus on CX. The proposed model was assessed by 35 Indonesia ICT firm with SEM-PLS statistical tools. The findings demonstrated that the firm that compelling of value proposition from CX in developing the new BMI and OA could boost the transformational performance. Furthermore the study can be enhanced through expanding model, sample and time study for further research.