American Express Company is a major financial service company, noted for its America Express card. Below are some of the performance measures used by the company in its balanced scorecard.
Average cardmember spending Number of merchant Signings
Cards in force Number of new of card choices
Earnings growth Number of new card launches
Hours of credit consultant training Return on equity
Investment in information technology Return on equity
Number of investment features
For each measure, identify whether the measure best fits the innovation, customer, internal process, or financial dimension of the balanced scorecard.