Introduction Statistics show a declining trend despite the many benefits of breastfeeding. Aim The aim was to investigate how new mothers experienced the care associated with childbirth, with focus on breastfeeding. Method The study included mothers who gave birth in a hospital in the middle region of Sweden during 2011, and who responded to an online survey (n≈1000). The present study was based upon answers from the open questions concerning dissatisfaction and suggestions for improvement and have been categorized using content analysis. Results Mothers described failure in several areas, with a negative impact on breastfeeding. Many experienced that they had not been seen and treated like an individual, and that the healthcare staff had been unpleasant, impersonal, ignorant and stressed. Mothers wanted more credit from the staff concerning their own ability and some reported that they had been controlled and ”run over”. They experienced care work as unstructured with failure in both procedures and communication. Lack of staff continuity made it difficult for mothers to feel trust and create a relationship. Furthermore, major failure in information and support was reported. Conclusion Although the majority of mothers were satisfied with the early care after giving birth, the open answers showed several areas in need of improvements, among other things individualized care was requested.