Harvest Table Meals delivers premium ready-to-cook meal kits directly to consumers. Customer surveys consistently rate recipe quality as excellent, but complaints about spoiled ingredients and late deliveries have increased. Internal data show that Harvest Table’s customer retention rate has fallen significantly over the past year and the cost of ingredients is comparable to competitors. Senior management wants to focus on the activity most likely to improve customer value and retention. Based on value chain analysis, where should Harvest Table prioritize improvement efforts?