The problem is likely 32-bit redirection.
Put
action uses wow64 redirection false
somewhere before the command.
But also, “cd” is not an actionscript command so I’m not sure how the other version is working either. It should be something like
action uses wow64 redirection false waithidden cmd.exe /c "{pathname of file "xxx.cmd" of folder "xxx\bin" of program files x32 folder}"