Balanced Scorecard for a service company American Express Company is a major financial services company, noted for its American Express card. Below are some of the performance measures used by the company in its balanced scorecard follow: Average card member spending Cards in force Earnings growth Hours of credit consultant training Investment in information technology Number of card choices Number of Internet features Number of merchant signings Number of new card launches Return on equity Revenue growth For each measure, identify whether the measure best fits the innovation, customer, internal process, or financial dimension of the balanced scorecard. Performance Measure Area Average card member spending Cards in force Earnings growth Hours of credit consultant training Investment in information technology Number of card choices Number of Internet features Number of merchant signings Number of new card launches Return on equity Revenue growth