In this episode of Office Hours, Steve Drost and Will Kaplan discuss how firms can track meaningful client interactions—not just activity—in their CRM. Learn how to define what counts, customize your system, and use reporting to improve client engagement and retention.

What you’ll learn:

🔹 The difference between activity vs. meaningful interactions

🔹 How to customize fields to track meaningful touchpoints

🔹 Ways to standardize client service across growing teams

🔹 How dashboards can highlight at-risk or underserved clients

🔹 Why subjective data can still be measurable and actionable

Whether you’re a solo advisor or managing a team, this walkthrough shows how to turn CRM data into insights you can actually use.

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