How can we use synergy to explain the value created by business analytics systems? In this article, we conceptualize and operationalize two important aspects of synergy: namely, the synergistic relationship and the synergistic outcome. We explore the enablers and mechanisms that are involved in a synergistic relationship between business analytics systems and customer relationship management systems and define it as the ability of systems to work together, span their boundaries and complement each other. Synergistic outcomes are the new business analytics–enabled customer relationship management systems that emerge from the synergistic relationship between business analytics systems and customer relationship management systems. Taking a whole system perspective, business analytics–enabled customer relationship management systems comprise the components and the emergent properties that arise from their interaction (e.g. the ability to cross-sell and up-sell based on advanced computational methods), in which the emergent properties are new because they do not exist in the individual components. We develop a research model that uses Synergistic Relationship and Synergistic Outcomes to explain the business value created by business analytics systems and customer relationship management systems, and we test this model using a survey of 201 managers in Australia and the United States. We find that the synergistic relationship plays a significant role in the creation of business analytics–enabled customer relationship management systems and subsequently business value. Business analytics–enabled customer relationship management systems—comprising business analytics systems, customer relationship management systems and their emergent properties—contribute to transactional, informational and strategic value. This goes beyond the value created by the business analytics and customer relationship management systems individually, as measured through statistical interaction.

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重新定义协同作用以解释业务分析系统的价值

我们如何使用协同作用来解释业务分析系统创造的价值？在本文中，我们对协同作用的两个重要方面进行了概念化和操作化：即协同关系和协同结果。我们探索涉及业务分析系统和客户关系管理系统之间协同关系的促成因素和机制，并将其定义为系统协同工作、跨越边界并相互补充的能力。协同结果是新的业务分析支持的客户关系管理系统，它产生于业务分析系统和客户关系管理系统之间的协同关系。从整个系统的角度来看，支持业务分析的客户关系管理系统包括组件和从它们的交互中产生的紧急属性（例如，基于高级计算方法的交叉销售和追加销售的能力），其中紧急属性是新的，因为它们没有存在于单个组件中。我们开发了一个研究模型，使用协同关系和协同结果来解释业务分析系统和客户关系管理系统创造的商业价值，我们使用对澳大利亚和美国的 201 名经理的调查来测试这个模型。我们发现协同关系在创建支持业务分析的客户关系管理系统以及随后的业务价值方面发挥着重要作用。支持业务分析的客户关系管理系统——包括业务分析系统、客户关系管理系统及其新兴属性——有助于实现交易、信息和战略价值。这超出了通过统计交互衡量的业务分析和客户关系管理系统单独创造的价值。