Balanced scorecard for a service company OBJ. 4 American Express Company is a major financial services company, noted for its American Express® card. Some of the performance measures used by the company in its balanced scorecard follow:

Average card member spending Number of Internet features Cards in force Number of merchant signings Earnings growth Number of new card launches Hours of credit consultant training Return on equity Investment in information technology Revenue growth Number of card choices For each measure, identify whether the measure best fits the innovation, customer, internal process, or financial dimension of the balanced scorecard.