why aren't my iPhone and outlook contacts separate in Outlook after syncing?

I have synced my iPhone contacts with Outlook (2013 running on Windows 7 Pro) but I find that in Outlook the contacts from my iPhone have been co-mingled with my Outlook contacts, all appearing under my Outlook exchange server account contacts view.

My Outlook contacts view does show other contacts categories: one called "icloud" - this contains only my own e-mail address registered to my iTunes account.

I have also created an iCloud e-mail account and set this up under Outlook, but this is also empty of contacts.

Does anyone know how to set up Outlook/iCloud so that my iP{hone contacts appear under the heading iCloud (or the iCloud e-mail account) rather than being merged with my Outlook contacts?