If you are replacing the current address book with the one you synced to ownCloud from Outlook, consider to delete the address book before syncing, otherwise you might end up with duplicated contact entries. Here are the necessary steps:
Check first whether you created any contact entries on the phone which were not synced back to Outlook before.
iContacts+ can help you with this as it allows to sort all contacts by creation date, youngest item first.
Go to Settings –> Mail, Contacts, Calendars and make sure that all accounts' Contacts sync is off, including the account created to sync with the ownCloud server. Disabling Contact sync from mail accounts will prompt the iPhone to ask whether you want to remove the contacts from the phone.
Go to Settings –> iCloud and disable Contacts sync. This will prompt the iPhone to ask whether you want to remove the contacts from the phone.
If Contacts sync was disabled in iCloud, enable it first and allow some time to sync the contacts to the cloud. After that, disable it again and proceed as described before.
Now that all contacts are removed from the phone, go back to Settings –> Mail, Contacts, Calendars and enable Contacts sync for the ownCloud server.
If you are replacing the calendar on the phone with a new calendar on the server, do not change the sync settings on the phone. Delete the address book on the server and make sure the sync settings on the computer are set to one-way (Outlook to Server).
See How to Delete All Contacts on an iPhone