Data about customer experiences are important in smart product-service systems. It is desired to establish a framework for customer experience data so that smart customer experiences can be designed based on customer data. Particularly such a framework should support determining what kinds of customer data are needed and how these data are effectively acquired. This paper presents such a framework where rich and structured customer experience data can be defined and customer experience evaluation data are obtained in real time together with context data. Some representative service units for smart experience design using customer experience data are also presented. Two illustrative cases are provided to demonstrate the validity of the framework of customer experience data. The validity of the framework is discussed considering both the consistency and flexibility of the framework demonstrated by the cases.