Raj was a worried man. He is part of an agritech startup, aggregating food supply from farmers to retail stores. He just got off the phone with a customer who was upset about the quality received. When Raj discussed it with his DC (Distribution Center) personnel, he gets a conflicting view that the dispatch quality was really good. Raj sees an inconsistency as just the previous day he was resolving a conflict between his CC (Collection Center) and DC teams on dispatch quality vs. arrival quality. Each stakeholder had his own understanding of quality, and there was no consistent capturing or reporting of data.