This examination paper concerns how a organization can reach right quality. In this case the focus is on the communication of the soft product quality within an organization to achieve right quality. To fulfill the aim of this study a case company has been used to be able to show the absence in the topic. The questions of the study are: How have the customer’s needs been communicated within the organization? What absences are there today concerning the communication of the customer’s needs within the organization? How can the communication of the customer’s needs within the organization improve? The aim of this study is to describe and analyse how the transmitting of the customer’s needs concerning soft product quality is made today in the case company and to reach any improving suggestions. The vision of the study is to be a tool for other companies in a equal situation. The study has been performed through observations and interviews to make a base for reviews of the organizations processes. Then a Gap-analysis where made to identify absence in the present processes, then an ishikawa diagram followed to identify the main problem. A meeting was then held with the case company to discuss what’s been identified. The result of the study shows that the case company communicates hard and soft product quality in different ways. The soft product quality is tacit knowledge and difficult to write and transmit. The hard product quality on the other hand is explicit knowledge and always written and transmitted to everyone. Why the soft product quality doesn´t become communicated can be due to the difficulty to transmitting and incomprehension why the knowledge should be communicated to every personnel. An understanding why and what the gains are with spreading the knowledge must be created for those who possess the knowledge. A commitment by the personnel to embrace the knowledge must be made to achieve this. This study shows that the spoken communication is the major and best way to transmit the soft product quality in the case company.