The balanced scorecard for a service company

American Express Company is a major financial services company noted for its American Express card. Some of the performance measures used by the company on its balanced scorecard are listed below.

For each measure, identify whether the measure best fits the learning and growth, internal processes, customer, or financial performance perspective of the balanced scorecard.

Performance Metric	Performance Perspective
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