I think one way to make role actions more useful is to bring in traits for them as well for every job, which each one having something unique. Ok it sounds like it could be a lot of work and things to balance around but there is potential to make them more appealing in doing so.

An example being SCH could gain back the trait for Eye for an Eye that reduced the cooldown (in HW) when they have this action equipped. Other healers wouldn't get the same trait, as they would get one on other actions. WHM could receive a trait to let it cast protect without casting time (similar to PvP) or AST has a chance to reduce the cooldown of Esuna (akin to its other time based actions).

Anyway they are just random ideas, and probably more work than they are worth. Really curious what SE have planned as a more permanent solution though.