What potential obstacles might companies face when trying to increase customer delight throughout the customer journey and how can they overcome them?

Yes, there are several examples of companies that have successfully implemented the practices of focusing on Willingness to Pay (WTP). Apple is a prime example. They have consistently focused on enhancing customer delight throughout the customer journey, which has significantly increased their customers' WTP. Amazon is another example, where they have implemented practices to increase WTP by offering a vast selection, competitive prices, and excellent customer service.

The concept of WTP (Willingness To Pay) can be applied in today's business environment by focusing on increasing customer delight throughout the customer journey. This can be achieved by understanding the factors that influence WTP such as the product, its associations, the status they confer, the joy they bring, and the social considerations they cause. Businesses can develop practices to periodically remind the entire team of the firm's focus on WTP. This approach can help businesses to make strategic decisions that align with their customers' willingness to pay, thereby enhancing customer satisfaction and business profitability.