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.

Average card member spending - Customer

Cards in force - Customer

Earnings growth - Financial

Hours of credit consultant training - Internal process

Investment in information technology - Innovation

Number of card choices - Customer

Number of Internet features - Innovation

Number of merchant signings - Customer

Number of new card launches - Innovation

Return on equity - Financial

Revenue growth - Financial

In customers, it shows the spending power, merchant signing, and card choices etc

The innovation reflects the new features of the product which attain the enables the competitive advantage

And, the financial reflects the financial position of the business organization by applying the various financial ratios

The internal process reflects the internal functions of the business organization