Purpose - Quality 4.0 (Q4.0) is nascent, but many organisations have started their journeys on Q4.0. This study seeks to investigate the real-time organisational benefits and motivations for deploying Q4.0 and understand current Q4.0 initiatives along with the skills, challenges, and critical success factors required to implement Q4.0. Design/methodology/approach - A qualitative interview approach was utilised by interviewing a global panel of senior management, and operational excellence professionals from leading companies deploying Q4.0. Findings - This study provides a theoretical base for the organisational adoption of Q4.0 and understanding the benefits, challenges, critical success factors, motivations, and skillsets required. The challenges to Q4.0 identified include gaining management commitment to invest in technology and guide the organisational strategy to implement Q4.0. The skillset required for Q4.0 includes data science, data analysis, and knowledge of Industry 4.0 technology in order adapt to the increased world of digitalisation and smart factories. Research limitations - Most of the interviewees who participated in this study represent four continents. There is an opportunity for a detailed longitudinal study, analysis, and case studies in individual organisations. Originality/value - This is the first global study on Q4.0 that captures the viewpoints of senior management professionals deploying Q4.0.