The 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.

Average cardmember spending

Cards in force

Earnings growth

Hours of credit consultant training

Investment in information technology

Number of Internet features

Number of merchant signings

Number of card choices

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.