Rick Telberg and the folks at Bay Street Group are on a quest to answer this question: What do clients want?

It sounds easy enough, but when you’re talking about CPAs and their clients, the answer can be elusive … and, when one is found, surprising.

In a recent survey, Telberg & Co. asked firms and their clients this question: “What can CPA firms do to better satisfy their clients?” Among the most popular answers: “Listen” and “communicate.”

“Clients don’t care how much you know,” said one respondent. “They just want you to return their phone calls — or take them in the first place!”

How would you answer Telberg’s question?