How to transform table column containing xml to another xml format in SSIS?

I have 2 tables: A and B. Using Data Flow task i copy records from A to B. But i have difficulty with one column that contains xml, because its format doesn't fit me and i need to transform it somehow to another format. Example of A.xml

<EM>Abc Services</EM>
<DE>24h help</DE>
<LM>Alex Alex</LM>
<LMN>375290311455</LMN>

what i want to see in B.xml:

<person>
  <name>Alex Alex</name>
  <basicInfo>
    <contact>
      <number mandatory="Y" display="375290311455" />
    </contact>
    <description display="Abc Services" />
  </basicInfo>
</person>

i looked through XML task, but it seems it works only with files. how to transform one xml to another xml format with 'less blood' ?

Any help, examples or pointers would be great. Thanks.