Q: Problems using icloud to sync iphone 5s and Microsoft outlook

Help! I have a PC running Windows 8.1 and MS Outlook 2013. It works very well. I have an iphone 5s and it works very well. I am running iCloud on both for my sync, but it is not working. I have the iCloud add-in for Outlook.  I get updates from my phone to my PC, but not the other way. I have to find a solution!

1) I don't even know where to begin to fix this...everything looks to be set up properly

2) I am not married to using iCloud, but understood this to be my only option. Is there an option to use Microsoft Exchange as an individual?