reporting services - SSRS report with column group is huge and mostly empty -

i can't find way report want. data has form:

varchar  clientname datetime calldate varchar  callreason 

i'm trying display in following fashion ( "|" represent column in report):

|          client 1                    |       client2                | client 3         |more client columns |01/02/14 | client saying blah|04/07/14 | printer not working|01/01/14 | testing| |05/06/14 | keyboard died              |05/07/14 | still not printing |                  | |08/07/14 | more complaining      |                              |                  | 

what have right kinda same thing, every row in database ends different row in report, creates gigantic report full of empty cells. data simple query select * thetable calldate>somefilter

so actual question be: how can group data in order have column group details section doesn't group other columns' details.

i want : (note: random copy-pasted data, actual data have duplicate dates not text)

i have (the report goes further down , right):

here did , think require.

sample data ..

create table sorep1 (     clientname varchar(30)     ,calldate datetime     ,callreason varchar(100) )  insert sorep1(clientname, calldate, callreason) values ('client 1', '2014-08-01', 'some reason 1') , ('client 1', '2014-08-02', 'some reason 2') , ('client 1', '2014-08-03', 'some reason 3') , ('client 2', '2014-08-02', 'client 2 reason 1') , ('client 2', '2014-08-04', 'client 2 reason 2') , ('client 3', '2014-08-01', 'client 3 reason 1') , ('client 3', '2014-08-03', 'client 3 reason 2') 

added dataset retrieve data include row number based on client , date

in picture below query ..

select row_number() on (partition clientname order calldate) rownum     , clientname, calldate, callreason sorep1; 

add matrix object display , row group on rownum column, column group on client name.

i had format date column display date only. format property = mm-dd-yyyy

the result ..