Complementarity of Informational and Transactional IT systems in Generating IT-bassed Business Value

Different IT asset classes generate business value consistent with the strategic goal of that asset class. While transactional IT systems contribute to process efficiencies, informational IT systems generate insights and contribute to informational benefits. We argue that the complementary interactions between these two classes of system make up a new system which is capable of generating firm-level business value. The new system supports effectiveness and efficiency as well as informed and intelligent processes. We use systems theory to conceptualise the complementary interactions and synergy between Business Analytics (BA) systems and Customer Relationship Management (CRM) systems as two examples of informational and transactional IT systems, respectively. The synergy between BA systems and CRM systems will give rise to BA-enabled CRM systems with emergent properties. BA-enabled CRM systems are capable of contributing to significant business value. This paper concludes by calling for further empirical studies to examine the impact of BA systems, CRM systems and emergent BA-enabled CRM systems on business value.