Permit me to add my voice to those who would like custom actions.
Barring an ability to add any number of such actions, it would be nice to have at least three more configurable actions.
(And AFAIC, the 'SMS' action seems a bit redundant, especially if using the app on a smart phone... I mean, by the time you've created a reminder, it seems to me you've pretty much spent as much effort as actually sending an SMS. Or perhaps I'm missing something.