Many applications (such as Logic, Pixelmator, Adobe's) have a dedicated panel to set up and modify shortcuts linked to the apps' actions.
For instance you can add a shortcut in Photoshop to rotate an image (which incredibly is not accessible via shortcut by default) or assign cmd + C to "Duplicate layer" instead of "Copy", now that became useless with the fantastic Action Gestures included in Actions. :)
If your application doesn't have any shortcut manager and you are on OsX you are still lucky, because you can still do it in the System Preferences, under the keyboard panel.
The good folks at Mac.Tutsplus have published a great tutorial about it.
How To Set Up Custom Keyboard Shortcuts on Your Mac by Mac.Tutsplus
In this way you can greatly extend Actions possibilities, and be able to set up Touchpads for all existing actions. A must read!