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Society 5.0 bring the new paradigm and the essential of customer experiences (CX) in driving the organisation agility (OA) and business model innovation (BMI) to support performance in digital transformational stage. The previous study on the model of transformation among those variable has not been reveal and empirically tested. those research become critical since those capability allows the firms to make timely, effective, and properly sustained changes, in f complex market to stay ahead compare with competitor. We argue in facing society 5.0 and digital transformation on ICT industry shall be based on customer experience driven in relation with behaviour, cognition and emotion of customer. 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.